As PLUS Supermarket’s brand line and strategic mission is to “Eat Well,” the Christmas twist on this line–as reflected in this holiday spot–was to “Eat Well Together.” The aim was to make this come to life in an inclusive way that anyone and everyone in the Netherlands could relate to. This led J. Walter Thompson Amsterdam to focus on a co-parenting family, and to tell the tale of a little girl whose parents are separated.
J. Walter Thompson Amsterdam involved an organization called Villa Pinedo. This charitable foundation specializes in matters of divorce and separation, especially as seen through a child’s eye, and their team gave counsel on the campaign development and the sensitivities surrounding the topic.
The film follows a few weeks in the life of a young girl with separated parents in the run up to Christmas, as she switches between her mother’s home and father’s new apartment. The viewer senses that despite adjusting to the new situation, she is longing for the time when the family was still together. The action leads up to the Christmas meal. In Holland there is a tradition sharing a meal with one large hotplate and where each guest has their own individual pan to make their own meal. This is called “gourmetting.” The girl is celebrating Christmas at her mother’s house and is sharing a “gourmet” meal with her extended family. However, she has left a little gift for her dad back at in his apartment, which is a small “gourmet” pan. This pan acts as his symbolic invitation to join the meal, which he does, to her obvious delight.
So despite circumstances, and differences, the separated family celebrates Christmas with a great meal together.
The film was shot by one of the Netherlands most celebrated commercial directors, Ismael ten Heuvel, who is known for using emotion in a very powerful way. For this spot he collaborated with a rising talent: female director Basha. Both directors working through Amsterdam-based production company Pink Rabbit–had affinity with the subject matter and brought their different perspectives to the story. DP Martijn Broekhuizen translated the story visually and Amp.Amsterdam came on board to undertake a careful and extensive music search resulting in the track by The Cinematic Orchestra.
CreditsClient PLUS Supermarket Agency J. Walter Thompson Amsterdam Bas Korsten, creative partner; Marcel Hartog, executive creative director; Chris Sant, concept; Dieuwer Bulthuis, concept/copywriter; Daan de Raaf, executive strategy director; Lex Noteboom, strategist. Production Pink Rabbit Ismael ten Heuvel & Basha, directors; Martijn Broekhuizen, DP. Postproduction/VFX Captcha! Editorial MRTN edit boutique Music The Cinematic Orchestra--”To Build A Home” Jason Swinscoe, Philip Jonathan France, Stella Page, Dominic Smith, Patrick Watson, writers. Published by Ninja Tune/Kobalt/Cloud 9. Amp.Amsterdam, music supervision. Sound Lab 3 Jeroen van Gessel
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More