Title | EMOTICONS |
Brand | NEW ZEALAND TRANSPORT AGENCY |
Product / Service | ROAD SAFETY |
Category | A10. Animation |
Entrant | CLEMENGER BBDO Wellington, NEW ZEALAND |
Entrant Company | CLEMENGER BBDO Wellington, NEW ZEALAND |
Advertising Agency | CLEMENGER BBDO Wellington, NEW ZEALAND |
Media Agency | OMD Wellington, NEW ZEALAND |
Production Company | PSYOP Los Angeles, USA |
Name | Company | Position |
---|---|---|
Philip Andrew | Clemenger BBDO | Executive Creative Director |
Brigid Alkema | Clemenger BBDO | Creative Director |
Philip Andrew | Clemenger BBDO | Art Director |
Emily Beautrais | Clemenger BBDO | Art Director |
Emily Beautrais | Clemenger BBDO | Copywriter |
Alex Metson | Clemenger BBDO | Copywriter |
Martin Gray | Clemenger BBDO | Agency Producer |
Linda Major | Clemenger BBDO | Director Of Social Marketing |
Hayley Smith | Clemenger BBDO | Account Executive |
Todd Mueller | Psyop | Director |
Kylie Matulick | Psyop | Director |
Drew Bourneuf | Psyop | Producer |
Peter Van Der Fluit | Liquid Studios | Sound Design |
Paul Graham | New Zealand Transport Agency | Principal Scientist |
Rachel Prince | New Zealand Transport Agency | Principal Advisor |
We see everyday interactions between road users, but in this world, how each person feels can be seen by others.
This idea asked drivers to think of the road as a social space, where the way they behave has a direct effect on others – just like in any other social situation. Because the film asked people to view the road in a different way, the look needed to reflect this. A fresh, friendly visual approach was developed to stand out from other road safety messages. The approach was to animate in ‘two and a half D’. The background was made of two dimensional painted plates, painted from real New Zealand road scenes. The cars and characters were animated in three dimensions over the top. This allowed the roads and situations to drop back and give focus to the people on the road and the interaction between them. Heightened sound was added to the animation to draw the viewer into this world and allow them to engage emotionally with the character.