Team GB partner Whole Earth Foods launched a fresh phase of its Tokyo 2020 activation on 6 July led by a TV and social spot called ‘We’re With You The Whole Way’.
Created by agency Isobel and directed by Shay Hamlas via NERD Productions, the animated film from the UK Olympic team’s official peanut butter supplier features a strong line up of UK Olympic stars including Joe Fraser, Holly Bradshaw, Helen Glover and Zoe Smith living their Olympic dream and training, vaulting and heaving their way relentlessly towards the upcoming Games.
The approachable, tactile film sees the athletes transported across the world to a quirky, sunny animated rendition of Japan: handcrafted by the animation and design team at NERD to form an earthy, peanut-buttery landscape which dovetails with the brand’s familiar creative style and heritage and reflects the sponsor’s creativity, patriotism, love of sport, and dedication to making the Earth whole again.
Want to hear a rumour about peanut butter? Never mind..I’d rather not spread it
Big thanks to @wholeearthfoods for supporting @TeamGB to #Tokyo pic.twitter.com/UEUXI7X4TU— Helen Glover (@Helenglovergb) July 6, 2021
“There is nothing more we enjoy than using our creative skills to craft visuals for feel-good brands that have sustainability at heart,” said NERD EP & Founder Milana Karaica.
“I had a real blast creating this film! We used hand-drawn animation, photography, cutouts and all sorts of different textures and layers to craft this mixed media universe. The hardest part was probably arranging to film the athletes as their busy schedules, difficulties with access to their usual training spaces and double-safe COVID production measures made for a real challenge!” NERD Director Shay Hamias added.
“The creative process was made particularly enjoyable by the agency team who gave us a lot of freedom to explore the best visual ways to bring different elements to life, like when we had to come up with novel ways to incorporate jars of peanut butter into an athletic routine,” continued Hamias. “We also needed to find ingenious methods to get the required live-action footage, including digging up a vintage rowing machine for Helen and figuring out clever ways for Holly to simulate some vaults. The real fun came after all the footage was captured and we went into post-production as we needed to get just the right blend of smooth animation and organic, crunchy textures for Whole Earth’s lovable, delicious product. We wanted the visuals to be every bit as authentic as the yummy spread itself. Animating the athletes was no easy feat either.
The campaign was created for the Whole Earth Foods marketing team of Marketing Director Bryan Martins, Brand Controller Kirstie Hawkins and Brand Manager Katrina Farmer by Isobel.
The creative agency team included Creative Director Simon Findlater, Creative Director Ben Stump, Agency Producer Amy Hansen and Business Director Lisa Roscoe.
The production company was Nerd Productions with Director Shay Hamlas, Executive Producer Milana Karaica, Producer Phil Burgess, with Compositing & Animation by Peque Varela and Shiv Pandya, 2D Animator Yael Biran, Production Manager Marta Belczynska, Production Assistant Ira Giorgetti, Runner Emily Jerman, DOP Karl Watkins, Puller Gabriel Jones, Clapper Loader Ruben Neviazsky, Editor Aldous Melia, Gaffer John Wenman, Spark Tommy Gartner and Hair & Make-Up Artist/Stylist Fraggle Jury.
Comment:
Like the brand’s previous Team GB activation, the Activative team feels this is a charming, handcrafted and playful creative approach which blends a sense of fun and whimsical visual approach which fits with the brand’s natural spirit.
The campaign continues a similar art-led activation approach to previous and other ongoing Team GB such as ‘Team Crunchy or Team Smooth’ and the limited edition ‘Gold Jar’.
Competition The BIG question: are you #weTeamCrunchy or #weTeamSmooth? To enter, follow @wholeearth_c & @wholeearth_s and retweet your answer using our hashtags for the chance to #WIN a bundle of peanut butter + a serving spoon, all with your name on it. Go! Go! Go! pic.twitter.com/fF7z6I1kQO
— Whole Earth Foods (@wholeearthfoods) June 7, 2021
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