FISH FINGERS

TitleFISH FINGERS
BrandALDI
Product/ServiceALDI
Category A06. Retail
Entrant McCANN MANCHESTER, UNITED KINGDOM
Idea Creation McCANN MANCHESTER, UNITED KINGDOM
Media Placement McCANN MANCHESTER, UNITED KINGDOM
Production McCANN MANCHESTER, UNITED KINGDOM
Production 2 MERMAN London, UNITED KINGDOM
Production 3 JAM FILMS London, UNITED KINGDOM
Production 4 WAVE STUDIOS London, UNITED KINGDOM
Production 5 MARSHALL STREET EDITORS London, UNITED KINGDOM
Additional Company CUT + RUN London, UNITED KINGDOM
Additional Company 2 LOADED DICE London, UNITED KINGDOM
Additional Company 3 BARE FILMS London, UNITED KINGDOM
Credits
Name Company Position
Dave Price McCann Manchester Executive Creative Director
Neil Lancaster McCann Manchester Creative Director
Clive Davis McCann Manchester Senior Art Director
Andy Fenton McCann Manchester Senior Copywriter
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 Sounds Engineer

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.