Title	MOG'S CALAMITY
Brand	SAINSBURY'S
Product/Service	SAINSBURY'S
Category	A10. Animation
Entrant	AMVBBDO London, UNITED KINGDOM
Idea Creation	AMVBBDO London, UNITED KINGDOM
Production	OUTSIDER London, UNITED KINGDOM

Name	Company	Position
PAUL BRAZIER	AMVBBDO	CHIEF CREATIVE OFFICER
ALEX GRIEVE	AMVBBDO	EXEC CREATIVE DIRECTOR
ADRIAN ROSSI	AMVBBDO	EXEC CREATIVE DIRECTOR
MICHAEL DURBAN	AMVBBDO	CREATIVE DIRECTOR
TONY STRONG	AMVBBDO	CREATIVE DIRECTOR
REBECCA SCHARF	AMVBBDO	PRODUCER
JAMES ROUSE	OUTSIDER	DIRECTOR
BENJI HOWELL	OUTSIDER	PRODUCER
BILL SMEDLEY	WORK POST	EDITOR
ANTHONY MOORE	FACTORY	SOUND ENGINEER
FRAMESTORE	FRAMESTORE	POST PRODUCTION & ANIMATION

Brief Explanation

The ad is a tale of a sequence of highly improbable and entertaining events that befall the iconic and calamity-prone Mog in the early hours of Christmas morning, before the family are awake. In the midst of the chaos, however, Mog succeeds in contacting the fire station which kick-starts the rescue mission to save Christmas Day. In the aftermath of the smoke filled calamity and following a visit from the fire chief and his brigade, the Thomas family turn to see all their neighbours standing in the doorway, armed with mops and brooms for the clean-up, as well as delicious festive food, drinks and decorations. Everyone comes together to celebrate the Christmas festivities - after all, Christmas is for sharing.