This :60, titled “Sugar Buildings,” shows us the cumulative effect of soft drinks, literally and mathematically. The latter stems from the fact that one regular can of soda contains the equivalent of nine sugar cubes, which translates into the consumption of 3,285 sugar cubes a year for someone who drinks a can a day. Over the average life span of an adult, that’s a whopping 221,314 sugar cubes consumed by one person.
DDB California tasked director Matthias Zentner of harvest with figuring out how to build a city out of 221,314 sugar cubes. He was drawn to the project and the challenge as he found this concept for Brita to be “morally correct advertising which has something to say.”
The spot shows the city growing by leaps and bounds, raising awareness of how much sugar is ingested by soda drinkers. The camera reveals that this city of cubes is within the outline of a human body, after which we’re advised to “drink more water” filtered by Brita.
Sugar sculpture artists Brendan Jamison and Mark Revels were commissioned to build the city of cubes, working closely with Zentner on the dimensions and physical structure of the sugar metropolis.
DDB California creative director Jim Bosiljevac noted, “We wanted to convey that this wasn’t just a personal decision; it was larger than that. It’s not only about your personal choices but the choices of the entire world; it becomes a health epidemic.”
CreditsClient Brita Agency DDB California, San Francisco Jim Bosiljevac, creative director; Sam Brown, associate creative director; Bryan Holt, director of production. Production harvest Films, Santa Monica, Calif. Matthias Zentner, director; Bonnie Goldfarb, Rob Sexton, exec producers; Niko Whelan, head of production; Francie Moore, producer; Stefan Von Borbely, DP; Laura Fox, production designer.VFX Brendan Jamison, Mark Revels, sugar sculpture artists. Editorial Beast, San Francisco Tim Brooks, editor; Tracey Coleman, exec producer. Music Ring The Alarm, Los Angeles Darren Hollowell, creative director; Jenny Hollowell, exec producer.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More