Title	CINDERELLA
Brand	VAUXHALL
Product/Service	OPEL ASTRA
Category	A10. Animation
Entrant	MRM//McCANN MADRID, SPAIN
Idea Creation	MRM//McCANN MADRID, SPAIN
Idea Creation 2	MCCANN MILTON KEYNES, UNITED KINGDOM
Production	VETOR ZERO / LOBO São Paulo, BRAZIL
Production 2	MACH STUDIO Madrid, SPAIN
Production 3	COFFEE AND TV London, UNITED KINGDOM
Production 4	GLOBAL RADIO London, UNITED KINGDOM

Name	Company	Position
ADRIAN BOTAN	McCann Worldwide	Creative President
MIGUEL BEMFICA	MRM//McCann Madrid	Chief Creative Officer
VINCE MCSWEENEY	McCann Milton Keynes	Chief Creative Officer
EDUARDO BATTISTON	MRM//McCann Madrid	Executive Creative Director
RAFAEL MERINO	MRM//McCann Madrid	Head of art
NICK COOPER	McCann Milton Keynes	Executive Creative Director
CHRIS ROBERTSON	McCann Birmingham	Executive Creative Director
ALBERTO ESPEJA	MRM//McCann Madrid	Senior Copywrtiter
JOE IVORY	McCann Birmingham	Senior Copywriter
JAMIE BUCKINGHAM	McCann Brimingham	Senior Art Director
PABLO CAMARERO	MRM//McCann Madrid	Art Director
GABRIEL NOBREGA	Vetor Zero / LOBO	Director
LEE PEFFER	Vetor Zero / LOBO	Animation Director
FELIPE JORNADA	Vetor Zero / LOBO	Art Director
LUCAS ANDRES BARRETO	Vetor Zero / LOBO	Director Of Photography
FREDERYCO MARTINS	Vetor Zero / LOBO	Modeling
BRUNO SABER	Vetor Zero/ LOBO	Modeling
DANIEL BAHIA	Vetor Zero / LOBO	3D Animation
JEROME SARAVÁ	Vetor Zero / LOBO	Animation Supervisor
LEO CARDAVAL	Veros Zero / LOBO	Rigging Supervisor
HENRIQUE RIBEIRO	Vetor Zero / LOBO	Rigging
LEE PEFFER	Vetor Zero / LOBO	Stop Motion Animation
JUSTIN SANDERS	Global Radio	Producer
DAVE BUSH	Global Radio	Editor

Write a short summary of what happens in the film

Campaign: Our films are very different versions of the classic fairy tales, Cinderella, Jack & The Beanstalk and The Ugly Duckling. They’re different because they tell the story backwards. In our ads, we start with the happy ending, then things rapidly get worse until we’re back to each hero’s more humble beginnings – and beyond. It’s all to demonstrate that when things happen in reverse (like when you reverse a car) there’s not always a happy ending. Which is why the Vauxhall Astra comes with a reverse camera as standard…

Cultural / Context information for the jury

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Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.

Each film used a different animation style, with several thousand hours taken to perfect each one. For Jack & The Beanstalk, our world was painstakingly crafted in 3D, giving a modern twist to the classic fairy tale. A rich and detailed environment was created, while significant time was spent storyboarding and developing character looks – all of which were crafted and finessed by hand. We chose pure CGI to create The Ugly Duckling as it allowed us the freedom to take a completely unique and stylistically pure visual approach. Cinderella was almost entirely handmade, with nearly 100% of it created with stop-motion – even elements like the fog. All characters, props and sets are real small-scale objects made specifically for the film. The set was built to allow a long backwards track, reflecting the backwards motion of the story, and in itself took many days to design and build.