Saturday, March 13, 2010

File Under Fu@king Brilliant! The Warmth of Natural Gas from TWBA.

The idea of this spot is so simple. So fu@king brilliant it makes you doubt you have any original ideas left.

Created for Aardgas KVGB of The Netherlands, a provider of natural gas this piece nails ever insight in a unique and cleaver way.

Concept: How to visualize the warmth of natural gas? How to make the invisible visible?
Those are the question you need asked yourself. It's Natural Gas. It offers warmth and comfort. You can't see it, but it's there and it works.

Insights and absolute "knowns" is what I like to preach to my young "AdLanders". Ask yourself what defines the thinking and "knowns" of the audience. What defines warmth? Comfort?

So the idea of “the warmth” and "what's comfortable" should quickly became obvious. Sweaters, wool, home and warmth. Now find a way to make this visible and touchable. The spot shows a very simple story, from early morning, a cold house starts to warm up, then the warmth spreads around the house... we see wool being spread around pipes, radiators, floors, stairs, walls and other objects. Even the hot water is transformed into soft and silky wool. The final result is quite brilliant, maybe even poetic in the way the story is told. Truly, the feeling of softness and warmth of Natural Gas is very well present.
The concept is so simple you don't need to define it... just enjoy the magic of a brilliant spot.

By the using stop motion film technic, all elements within the house were completely covered in wool and then deconstructed (de-knitted) and then filmed image by image.

Created by TBWA/Brussels, and directed by Olivier Babinet and produced by Lovo Films.

Without question this piece will gain a great deal of interest in award shows around the world.

You need to check out the making of how they did it... not so simple, but what brilliantly simple spot ever is.

Back in 1988, Toronto advertising agency Ogilvy and Mather produced a series of print ads for Campbell's soup that used the same audience "Knowns" by showing a ball of yarn and a heating radiator.The campaign was archived as one of the best pieces in the "Fiftieth" Anniversary of the Advertising Design Club of Canada.


Aardgas KVGB Netherlands
Agency: TBWA/Brussels
Creative Director: Jan Macken
Creative Team: Michael Mikiels, Eric Maerschalck

Campbell's Soup Print Campaign                                                                                                     Agency: Ogilvy and Mather Toronto
Creative Director: Kevin Ravenscroft
Copywriter: Brad Myers
Art Director: Jim Brown

1 comment:

Susan H said...

Yes, this is one of those spots where you say, "damn, I wish I could have thought of something that good."

The TBWA spot captured it PERFECTLY. PERFECT.

You showed me the print ads the other day for Campbell's soup. Another very, very yummy campaign. PERFECT CAPTURE!
...wish I could have thought of that (though I was just a baby)

All it takes are those unique insights and the simplest ideas that can connect with its viewers. Cheers to learning.

Thanks for sharing these great ads and continuing to inspire.

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