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)
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
