International creative studio LOBO crafts sugar-coated environs in this “Chocolate World” campaign for confectionery company Mondelez’s Lacta 5Star, out of Wieden + Kennedy Brazil.
Among the package of spots is “Garage” in which a magnet wreaks havoc, attracting varied forms of trouble to great comedic effect.
This darkly comic piece ends as do all the spots–with carmel-laden tragedy as the camera ultimately reveals that all of the activity actually takes place inside a Lacta 5Star chocolate bar.
Credits
Client Mondelez/Lacta 5Star Agency Wieden+Kennedy, Sao Paulo, Brazil Renato Simões, Eduardo Lima, executive creative directors; Bruno Oppido, head of art; Rafael Melo, copywriter; Jose Ferraz, Felipe Paiva, art directors; Regiana Pettinelli, Rafael Messias, TV producers. Animation LOBO, Sao Paulo, Brazil & New York Mateus de Paula Santos, Nando Cohen, directors; Mauricio Lobel, CG director; Cintia Miura, 3D post producer; Marcos Felix Llussá, Wilson F N Panassi, Tony Soares, Chan Tong, storyboards & animatic; Marcos Felix Llussá, Wilson F N Panassi, Marcelo Souto, Fernanda Oliver, Alexandre Eschenbach, Márcio Guerra, concepts; Bruno Saber, Lucas Lira, Guto Sposito, Marcos Smirkoff, Leonardo Rezende, Felipe Bassi, Duda Rodrigues, Natan Zuanaci, modeling; Bruno Saber, Lucas Lira, Natan Zuanaci, Marinho Silva, textures; Flávio Castello, Alexandre Cabral, Felipe Gimenes, rigging; Stephanie Kajimoto, Daniel “Bahia” Figueirêdo, Victor Dinis, Raphael Vinicius Silva, Jorge Zagatto, Daniel Alvite, 3D animation; Lucas Stringhetti, Gabriel Tavolaro, Christye Lira, simulation; Marinho Silva, George Damiani, render; Maurício Löbel, composition; Letícia Blanco, color correction; Felipe Silva, Estevão Santos, Dênis Milani Adriano, 2D animation; Herbert Gondo Tachibana, editor; Priscila Conde, producer; Clara Morelli, Michelle Vinotti, Helena Jardim, post producers. (Toolbox: Maya, Houdini, ZBrush, Nuke, Substance Painter)
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
