SOOTHING FAMILIES SINCE 1931
Title | SOOTHING FAMILIES SINCE 1931 |
Brand | SUDOCREM, TEVA |
Product/Service | SUDOCREM |
Category |
A10. Animation |
Entrant
|
McCANN HEALTH London, UNITED KINGDOM
|
Idea Creation
|
McCANN HEALTH London, UNITED KINGDOM
|
Production
|
GATE FILMS Madrid, SPAIN
|
Credits
Adrian Parr |
McCann Health London |
Global Creative Director |
Guy Swimer |
McCann Health London |
Creative Director |
Mitch Brock |
McCann Health London |
Creative |
Freddie Wood |
McCann Health London |
Creative |
Britt Nyman |
McCann Health London |
Account Director |
Rita Jugessur |
McCann Health London |
Producer |
Parrus Doshi |
McCann Health London |
Planner |
Emma Chetham |
McCann Health London |
Account Executive |
Tim James Brown |
Tim James Brown |
Director |
Julio Fernandez |
Gate Films |
Executive Producer |
Fede Alfonzo |
Fede Alfonzo |
Director Of Photography |
Janak Thakker |
FABLEfx |
VFX and Animation Supervisor |
Kaj Steveman |
FABLEfx |
Creative Producer |
Thomas Deutschmann |
FABLEfx |
Executive Producer |
Mikael Johansson |
FABLEfx |
Technical Director |
Richard Atkinson |
Mcasso Music |
Composer |
Write a short summary of what happens in the film
The objective of this campaign was to stand for 'soothing' a benefit completely unique to Sudocrem.
In order to achieve this a soothing commercial was created. The beginning of the film see the viewers drawn into an idyllic realm of babbling brooks and relaxing background music. At the centre of this soothing scene we're greeted with graceful pandas performing a soothing tai chi sequence. The CGI panda’s, were individually created perfectly replicating the movements of a real tai chi master to provide perfect authenticity.
What follows is a neat segue-way to more homely surroundings, which emphasises the benefits of Sudocrem. We end the film with a giggling and soothed young baby who has just had its nappy changed.
Cultural / Context information for the jury
Founded in 1931, Sudocrem has long been a staple in British households and the brand is looking to reestablish their long-held market leadership with a bold new campaign to reinforce the product’s unique property – the ability to soothe. If a baby has nappy rash, Sudocrem soothes their bottoms; If a teenager has about of angry-looking spots Sudocrem soothes his face; If a little girl grazes her knee, Sudocrem is there to soothe the situation. In fact, Sudocrem was originally named ‘soothing cream’.
Tell the jury about type(s) of animation used and summarise any relevant challenges or techniques.
To create the panda's routine a real life tai chi master was used and each panda was individually built. Once the routine was mapped onto the panda's skeletons the process of adding lifelike hair, individual mannerisms and their relationship with their environment was begun.