EMOTICONS

TitleEMOTICONS
BrandNEW ZEALAND TRANSPORT AGENCY
Product / ServiceROAD SAFETY
CategoryA10. Animation
EntrantCLEMENGER 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

Credits

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

Brief Explanation

We see everyday interactions between road users, but in this world, how each person feels can be seen by others.

Creative Execution

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.