Title | LOCTITE "KINTSUGLUE" |
Brand | LOCTITE (HENKEL ADHESIVE TECHNOLOGIES) |
Product/Service | LOCTITE KINTSUGLUE (ADHESIVE TECHNOLOGIES) |
Category |
A04. Production Design / Art Direction |
Entrant
|
HEIMAT Berlin, GERMANY
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
Production
|
E+P FILMS Hamburg, GERMANY
|
Additional Company
|
PIRATES 'N PARADISE Düsseldorf, GERMANY
|
Credits
Guido Heffels |
HEIMAT, Berlin |
Chief Creative Officer |
Matthias Storath |
HEIMAT, Berlin |
Chief Creative Officer |
Ricardo Distefano |
HEIMAT, Berlin |
Creative Director |
Julius Winter |
HEIMAT, Berlin |
Art Director (Senior) |
Julia Kaminski |
HEIMAT, Berlin |
Copywriter (Senior) |
Judith Schenk |
HEIMAT, Berlin |
Account Director |
Kerstin Eva Bartos |
HEIMAT, Berlin |
Account Manager (Senior) |
Kerstin Eva Bartos |
HEIMAT, Berlin |
Account Manager (Senior) |
Maik Richter |
HEIMAT, Berlin |
Managing Director |
Meike Kornrumpf |
HEIMAT, Berlin |
Agency Producer |
Burak Heplevent |
E + P Films |
Executive Producer |
Anja Wimmer |
E + P Films |
Producer |
Peter Jacoby |
E |
Post Producion Producer |
Sojiro & Eri |
Sojiro & Eri |
Director |
Senzo Ueno |
E + P Films |
Director of Photography |
Andreas Bardet |
E + P Films |
Editor |
Berkan Ustalar |
Pirates n Paradies |
Film Grading |
Tatsuki Saito |
Pirates n Paradies |
3D Artist |
Maximilian Olowinsky |
Supreme Music, Berlin |
Music Producer |
Felix Müller |
Supreme Music, Berlin |
Music Producer |
Tell the jury about the production design/art direction.
Heimat wanted to create a unique look for the film and therefore teamed up with Sojiro and Eri, a Japanese directors duo that are known for their unseen style.
We also used 3D elements to support the story / benefits of the product.
Write a short summary of what happens in the film
In our TVC we are taking people onto a fast journey into a crazy, colorful world, celebrating the powers of our new product – and the fact that we get to keep the items that we love.
We see a guy repairing a cable with Loctite Kintsuglue. While he is looking at the result, he is being catapulted into a colorful new world. A song starts (“It’s perfect”), Kintsuglue Girl (a Japanese girl sitting on a throne), dancers and our guy are celebrating the product and its benefits.
Cultural/Context information for the jury
The concept as well as the product name were inspired by an old Japanese tradition. Kintsugi is the ancient technique of repairing broken porcelain with gold lacquer added to the glue. The philosophy behind Kintsugi is one that not only values the object, but also its imperfections, seeing them as something beautiful. By embracing this attitude, our new campaign motto was born: “It’s perfect”.