Created by Publicis Brazil and produced by Zombie Studio, this animation short continues Bradesco’s fables of the fireflies that was a favorite among Brazilians and earned recognition at Cannes Lions. The new film stars Luna, a that does not light up and suffers for being different. Throughout the film, however, she gets the support of Vitinho, a boy with Down syndrome who helps her become a heroine, saving a group of fireflies that had been caught. “This campaign addresses the issue of inclusion in a very special way by showing that both Luna and Vitinho see things that other people cannot see and thus shine even brighter,” says Domênico Massareto, CCO of Publicis Brazil.
Titled In 2020, shine your own way, the piece is driven in part by Mariah Carey’s song “Hero,” performed by Brazilian singer and songwriter Ráae. From the briefing until its premiere, it took six months of work to bring the movie to life. To create the character Vitinho with maximum fidelity, the creative and production teams involved in the campaign were supported by medical specialists from the Center for Clinical Studies and Research (CEPEC-SP) and parents of children with Down syndrome. Physical and emotional characteristics as well as reactions, movements and expressions were tirelessly studied to bring the character to life.
Paulo Garcia of Zombie Studio directed the short, with Rodrigo Dutra and Bruno Monteiro serving as animation directors.
Credits
Client Bradesco Agency Publicis Brazil Domenico Massareto, chief creative officer; Gustavo Victorino, executive creative director; Paulo Aguiar, Rico Lins, creative directors; Rafael Campos, Bernardo Correa, associate creative directors; Lucas Pinheiro, Douglas Reis, Ricardo Sarno, art direction; Americo Vizer, Vitor Medrado, copywriting; Larissa Domingues, Elias Carmo, Pedro Furtado, William Rodrigues, Tiago Cordeiro, Gabriela Moura and Juan Perafan, creation integrated campaign; Renata Sayao, head of production; Daniela Harriz, Wellington Inacio, production. Production Zombie Studio, Sao Paulo, Brazil Paulo Garcia, director; Natalia Gouvea, exec producer; Marcelo Garcia, artistic direction; Daniel Salles, Natalia Mamede, creative direction; Rodrigo Dutra, Bruno Monteiro, animation directors; Yohann da Geb, Issac, Buzzola e Wallan Oliveira, CGI team; Andre Carvalho, producer; Isaac Buzzola, supervision. Sound Production Satellite Audio Roberto Coelho, Kito Siqueira, Hurso Ambrifi e Daniel Iasbeck, general direction; Roberto Coelho, Kito Siqueira, Hurso Ambrifi, Daniel Iasbeck, Mike Vlcek, Thiago Colli, Charly Coombes, Helton Oliveira e Ian Sierra, sound producers; Ricardo Bertran, Celso Moretti, Carla Cornea, Ian Sierra e Isadora Penna, finalization; Ana Cordeiro, Mariana Tardelli e Rafa Oliveira, production coordination; Renan Marques, general assistant.
Blinkink director Jack Brown created this stop motion film to tell a handmade story for Tekla’s holiday campaign.
Established in Copenhagen in 2017, Tekla was born from a desire to bring modernity and freedom of expression to the homeware category. As a brand, it rejects rapid trend cycles by designing for longevity, with an uncompromising focus on quality and responsible production. Brown’s use of stop-motion animation, using only Tekla fabrics, places both the brand’s story and its values front and center.
The film takes us on the journey of a teddy bear exploring the enchanted interiors of the Tekla Copenhagen store. The vibe feels dreamlike and the addition of stop motion adds a tenderness to the film. Inspired by the stories of Hans Christian Andersen, the campaign features iconic figures and nods to his fairytales; the towering mattresses of The Princess and the Pea, the magical umbrella of The Sandman, and the floating luggage of The Flying Trunk.
Brown said, “What an amazing little project this was, and for such a great brand. Tekla was such a cool client to work with. I suggested making the whole ad out of their fabrics and within 24 hours, there were boxes of beautiful fabrics being delivered for us to cut to pieces. Everything you see is about the size of an A4 sheet of paper and all hand cut, stitched and animated by a very small team of very talented people. Anita Bruvere was the lead builder and animator and did such an amazing job of turning all these tiny pieces of fabric into a magical world.”
