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Draftfcb casts a global problem in miniature
This Canadian World Wildlife Foundation spot by Draftfcb Toronto, directed by OPC's Woods + Low, is filled with plastic performances. But that's the idea. No actual humans appear, and most of the machinery and vehicles are models. The commercial shows these detailed miniatures in real locations, and has a hauntingly childlike theme and hypnotic pacing, with soft yet eye-catching visual cues. The resulting clip is slightly surreal and makes a quietly compelling statement about pollution and conservation. The bright pink "product" seen throughout is the only element that's not grimy, dreary or soot-smeared. See if you can guess why. Maybe the light bulb will come on above your head before the final frame. —Posted by David Gianatasio |
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January 7, 2009 in Canada, Draftfcb, Environment, Gianatasio, WWF | Permalink |
Comments
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This seems like a bold-faced rip-off of Halo's "Believe" ad.
http://www.youtube.com/watch?v=zKG1nvV1Wnc
Posted by: Sarah C. | Jan 7, 2009 10:46:33 AM
Hmmm... does using "toys" verses real images improve the message? Maybe it's just me (a senior copywriter) but I didn't feel the urge to do something. A series of dramatic stills with a dash of Ken Burns would've been more emotional. But hey, I'm a copywriter and no one reads copy. :)
Posted by: Chad Schomber | Jan 7, 2009 11:10:13 AM
I'm with Chad. What was the point of doing it in miniature other than the creative team thought it'd be cool?
Did it add anything to the spot? If it did, I certainly didn't see it.
Posted by: Wildside | Jan 7, 2009 12:25:12 PM
I think conceptually the creative team maybe wanted to illustrate that the problem is BIGGER than people think... the reason for the miniature toys. I could be completely wrong, but that was my take away as an art director.
Posted by: Come on | Jan 7, 2009 1:14:19 PM
Wow, I'm not sure what message they were trying to get across, but the message I got was "CFLs are a joke because the environmental impact of their production outweighs any possible benefits." If that was their message, then they did a good job.
Posted by: Craig | Jan 7, 2009 1:30:20 PM
I hung in there 'till the end. So it worked for me.
Posted by: FrannyFee | Jan 7, 2009 4:25:32 PM
