Agency Sid Lee provides a light-hearted take on one aspect of parental responsibility when it comes to stay-at-home confinement due to the pandemic. In this spot titled “Haircuts,” for which Sid Lee teamed with the Maple Leaf Foods brand, we see the best and worst that home-grown trims have to offer.
Indeed many families have to resort to cutting their kids’ hair. Staying true to Maple Leaf Foods’ brand platform of “We’re For Real”–touting real food stories and demonstrating parent empathy–“Haircuts” offers levity and shows parents that they are not alone in their challenges of raising and taking care of children, especially within this new territory of living in uncertain times.
CreditsClient Maple Leaf Foods Agency Sid Lee, Toronto Jeffrey Da Silva, executive creative director; Matt Fraracci, creative director; Alexandre Pellerin, art director; Amanda Loughran, head of production; Sydney Price, producer; Yanran Zhu, editor.
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