| Title | FISH FINGERS |
| Brand | ALDI |
| Product/Service | NORTHERN CATCH |
| Category |
A03. Casting |
|
Entrant
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McCANN MANCHESTER, UNITED KINGDOM
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Idea Creation
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McCANN MANCHESTER, UNITED KINGDOM
|
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Media Placement
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McCANN MANCHESTER, UNITED KINGDOM
|
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Production
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McCANN MANCHESTER, UNITED KINGDOM
|
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Production 2
|
MERMAN London, UNITED KINGDOM
|
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Production 3
|
JAM FILMS London, UNITED KINGDOM
|
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Production 4
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MARSHALL STREET EDITORS London, UNITED KINGDOM
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Production 5
|
WAVE STUDIOS London, UNITED KINGDOM
|
Credits
| Dave Price |
McCann Manchester |
Executive Creative Director |
| Neil Lancaster |
McCann Manchester |
Creative Director |
| Amy Mayers |
McCann Manchester |
Junior TV Producer |
| Jane Colbeck |
McCann Manchester |
Senior Account Manager |
| Juliet May |
Merman |
Director |
| Siobhan Murphy |
Merman |
Producer |
| Kat Armour-Brown |
Merman |
Producer |
| Chris Goodger |
Chris Goodger |
Director of Photgraphy |
| John Mayes |
Marshall Street Editors |
Editor |
| Parv Thind |
Wave Studios |
Sound Engineer/ Designer |
Tell the jury about the casting process.
We worked with the UK Council on Deafness to cast a mother and daughter who not only had a lovely natural rapport on camera, but also liked fish fingers.
Then an Oscar winner turned up: Maisie Sly, a six year old from Swindon, who had won such acclaim for her role in the short film, ‘The Silent Child’.
Maisie and her Mum, both profoundly deaf, happily got through a number of fish fingers on the shoot and also gave us a memorable performance.
Write a short summary of what happens in the film
A mother and her young daughter sit together in a kitchen. Two packs of fish fingers are shown on the table top: one pack is Birds Eye, the other is Aldi’s own brand. As the girl eats a fish finger or two, she explains she likes both brands. The mother tells her ‘not to talk with her mouth full’. The whole scene is played out in silence as both mother and daughter are deaf. Captions show the entire conversation.
Cultural/Context information for the jury
Aldi, the discount supermarket, compares its own brand with leading brands.
Most people like both; many people like Aldi prices in particular, but not everyone can hear what’s going on. Why not sign the whole commercial? In fact, why not sign the whole ad break and all the commercials in it? Which is what happened. We chose UK Deaf Awareness Week to launch the campaign and try to bring maximum awareness to a much under-represented group of people who, like me and you, also like fish fingers.