|Title||WORLD OF NUTRITION|
|Product / Service||SHSH|
|Category||B01. Education & Awareness (incl. Fundraising and Advocacy)|
|Entrant||McCANN HEALTH Sydney, AUSTRALIA|
|Idea Creation||McCANN HEALTH Sydney, AUSTRALIA|
|Production||FSM Sydney, AUSTRALIA|
|june laffey||McCann Health||Executive Creative Director|
|vanessa reynolds||McCann Health||Copywriter|
|kate chisnall||McCann Health||Art Director|
|penny brown||McCann||Agency Producer|
|marie lehur||McCann Health||Account Director|
|sarah cloutier||FSM||Executive Producer|
Our client Nestle wanted to create an online video to create interest in a new health portal that covers the first 1000 days of development. To help guide mum on nutritional choices from conception to two years, we had a simple idea: create a world that looks good enough to eat. The idea came from an insight (also our tag line) that for children, Their world is built on nutrition. Our idea was to bring this to life, with real vegetables and fruit. A world where trees were made from broccoli, where picnic blankets were made from swiss cheese and balloons were made from cherry tomatoes. We saw young families, toddlers and mums thrive and play in this healthy environment, going from one scene of play/relaxation to the next.
Art direction wise, we needed to use natural ingredients to create a living environment. In addition - we strove to make the world feel magic and childlike - a happy place, which leaves the viewer smiling. The challenges came around scale, and budget. The shoot comprised of two parts - a miniature shoot on white for the food environment and a green screen shoot to capture live-action talent. The miniature environment was shot first to determine a sense of scale for the environment. Post-production allowed for the two plates to be seamlessly integrated. To marry the miniature and live action components seamlessly, both film and print were pre-visualised extensively in 3D CGI. Food was 3D scanned and used as placeholders. A scale of 1:34 between the miniature and live action worlds were established. Through careful planning we were able to bring this film "an art director's dream" to life.