An animated video from O’Charley’s restaurants that celebrates the soft rolls that are customer favorites is featured in the chain’s new advertising campaign, which broke on TV Jan. 21 and online Jan. 28.
The animated video began as a book created by The Buntin Group/Nashville and was transformed into a video that plays at www.therolls.com. Studio 11 Productions/Nashville produced the video.
The TV campaign features three :30s that focus on the rolls, including one in which a woman’s dress gets tangled in an escalator before a basket of rolls appears to save the day. “The rolls come in from off camera and change the situation from bad to good or good to great,” said Matt Horton, executive creative director at The Buntin Group.
The TV campaign is extended with the website that features a game that challenges visitors to slice a roll, and the animated fable. “We wrote a storybook first that features the roll that tries harder than any other roll,” he said. “We took it to the web and put the book online.”
The two-minute-and-thirty-second animation includes text from the book and images of the smiling roll, which appears on a baking sheet before bouncing around the screen amidst images of O’Charley’s servers and a happy family.
The video never mentions O’Charley’s, which Horton said was done to “keep it intriguing. It sucks in viewers more. It’s all about the user experience. The minute you hold up your banner, you lose people.” He said the O’Charley’s name is featured on other areas of the site.
Miki Lekic, who owns Studio 11 Productions, said the animated video was created in Flash, based on illustrations by Devan Todd, the designer at The Buntin Group.
The video will also run at YouTube. The TV spots feature the web address to drive viewers to the animated video.
O’Charley’s is a chain of 237 restaurants in the Southeast and Midwest.
Bensimon Byrne’s “Short Life Stories” For White Ribbon Wins ONE Screen Best of Show
“Short Life Stories,” created by Bensimon Byrne Toronto on behalf of White Ribbon, is the top winner in the global 2024 ONE Screen Short Film Festival, the premiere short film festival produced by The One Club for Creativity celebrating global filmmakers from both commercial advertising and film industries.
“Short Life Stories” tells a fictional story of a young trans woman as she celebrates the beginning of her new life and navigates the obstacles that ensue.
The work was selected by a global jury as 2024 ONE Screen Best of Show and Best of Region: North America, as well as winner in the Best Casting, Best Cinematography, Best Editing, Best Fiction, and Best Music Composition disciplines.
Klick Health Toronto also had a strong year with five ONE Screen wins. They include three for “47” on behalf of Café Joyeux (in Best Animation, Best Branded Entertainment Film, and Best Production Design), and two for “American Cancer Story” on behalf of Change the Ref (in Best Directing and Best Drama).
Other 2024 ONE Screen winners are as follows.
Craft winners
Best Emerging Filmmaker: Parker Schmidt Santa Monica “Bowl of Life”
Best Screenplay: Zulu Alpha Kilo Toronto “Living From Work” for Zulubot
Best Type on Poster: Lucky Together New York “Don’t F*ck With Ba”
Best Visual Effects: Candice Wu Los Angeles “Erasure”
Genre winners
Best Branded Content Film: Stink Films Berlin “The First Speech” for Reporters Without Borders
Best Comedy: FCB Chicago “The Last Barf Bag” for Dramamine
Best Experimental Film: Parker Schmidt Santa Monica “Bowl of Life”
Best Independent Film: Violeta Films Mexico City “The Mark... Read More