This three-minute animated short for cinema and online introduces us to Geoff, the head of innovation for Heinz Beanz. Geoff grew up loving beans and as a professional he came up with ways for beans to be enjoyed by everyone–creating a new can size for every life stage. A can for one, another for two (inspired by a girl who ultimately becomes Geoff’s wife), beans for all (when he starts a family, with two kids), and then a little snack sized can (for his grown, teenage kids).
Titled “Geoff,” the film is the centerpiece of a heartwarming campaign in which Kraft Heinz Australia removes traditional Heinz Beanz branding to create charming new labels for different sized cans perfect for every Aussie depending on his or her life circumstance.
Y&R New Zealand created the campaign. Production studio was Assembly Ltd, with Damon Duncan serving as director.
Credits
Client KraftHeinz/Heinz Beanz Australia Agency Y&R New Zealand Josh Moore, chief creative officer/CEO; Jono Key, managing director/head of planning; Tom Paine, executive creative director; Ellen Fromm, copywriter/art director; James Wendelborn, head of design; Sacha Moore, head of TV; Liz Rosby, producer. Production Assembly Ltd. Damon Duncan, director; Rhys Dipple, technical director/3D artist/compositing; Amanda Chambers, exec producer; Josh Fourt-Wells, lead designer/character design/3D artist; Geoff Kirk Smith,Katie Naeher, Craig Speakman, Craig Baxter, Alex McLeod, Damon Duncan, Marcos Godoy, Anastasia Fileva, Andrii Kryvuila, Gustavo Soares, Alex Scollay, Patrick Blades, 3D artists. Scotty Wilson, environmental design; Pete Ritchie, color grade. (Toolbox: Photoshop, 3DS Max, Maya, Marvelous Designer) Sound Franklin Road Mahuia Bridgeman Cooper, composer; Shane Tapari, sound design; Jonathan Mihaljevich, executive music & sound producer. Media Agency Spark Foundry Taylor Svarc, digital director.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
