Title | UNHAPPILY EVER AFTER |
Brand | PARTNERS LIFE |
Product / Service | INSURANCE |
Category | B04. Animation |
Entrant | SPECIAL GROUP Auckland, NEW ZEALAND |
Idea Creation | SPECIAL GROUP Auckland, NEW ZEALAND |
Production | FLUX Auckland, NEW ZEALAND |
Production 2 | THE HOOD & CO Auckland, NEW ZEALAND |
Post Production | FRANKLIN RD Auckland, NEW ZEALAND |
Additional Company | FRANKLIN RD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Naomi Ballantyne | Partners Life | Managing Director |
Tony Arthur | Partners Life | Chief Commerical Officer |
Kris Ballantyne | Partners Life | Chief Marketing Officer |
Tina Morgan | Partners Life | General Manager, Marketing |
Mika Ballantyne | Partners Life | Sponsorships Manager |
Gerhard van Graan | Partners Life | Marketing Specialist |
Sophie Broom | Partners Life | Brand Co-ordinator |
Tony Bradbourne | Special Group New Zealand | CEO/CCO |
Jonathan McMahon | Special Group New Zealand | Executive Creative Director |
Lisa Fedyszyn | Special Group New Zealand | Executive Creative Director |
Till Dittmers | Special Group New Zealand | Art Director |
Jack Gravatt | Special Group New Zealand | Copywriter |
Storm Day | Special Group New Zealand | Head of Client Service |
Nick O'Donnell | Special Group New Zealand | Senior Business Director |
Hannah Ross | Special Group New Zealand | Business Manager |
Emma Cutfield | Special Group New Zealand | Producer |
Jo Kelly | Special Group New Zealand | Senior Producer |
Nicole Scopes | Special Group New Zealand | Producer |
Nick Salter | Special Group New Zealand | Strategy Director |
Laban Dickinson | Flux Media | Director |
Joshua Forsman | Flux Media | General Manager |
Kevin Howdeshell | Flux Media | Designer |
Kirsten Howdeshell | Flux Media | Designer |
Shane Taylor | Flux Media | 2D Animation |
Shannon Fahey | Flux Media | 2D Animation |
Dave Butler | Flux Media | 2D Animation |
James Rua | The Hood & Co | Director (Live Action) |
Caren Freeman | The Hood & Co | Producer (Live Action) |
Jonathan Mihaljevich | Franklin Rd Music & Sound | Audio Post Producer |
Sidney Kennedy | Franklin Rd Music & Sound | Music Composer |
Shane Taipari | Franklin Rd Music & Sound | Head of Music & Sound Design |
James Gibb | Franklin Rd Music & Sound | Music & Sound Supervisor |
We open to David Fane, a children’s show host from the 80’s/90’s sitting in front of a crackling fire, wearing a robe with a book in hand. Dave invites the viewer to enjoy a little Nursery Rhyme time. He starts off Humpty Dumpty. As he reads the well-known rhyme, we transition into an animated world and watch the story unfold. The story book style animation shows Humpty falling off the wall, but then Dave continues the narrative. As Dave rhymes we see the kings horses and men attempt to resuscitate Humpty, then his wife arriving. Then, we see how she is stuck with a financial burden and finally left alone at his funeral with nothing but a house she must sell. We end on the Partners Life end frame explaining how it doesn’t have to be unhappily ever after if you plan ahead.
Because we were telling nostalgic nursery rhymes, we wanted a host that brought people back to their childhoods even more. So, we chose Dave Fane, a children’s show host from when our target audience were kids. Also, because it was a nursery rhyme for adults, we only played the film between 8pm and 9:30pm (after the kids had gone to bed).
The challenge was to make these animations feel like story books from the target audiences childhoods. To achieve the look and feel we wanted we chose a 2D cell animation style, paired with an illustrative style that mimics the beautiful books from the 80’s. Again, this was to play into the nostalgic theme. We kept the backgrounds flat and panned, pushed and pulled throughout the action as it unfolded in the foreground. We wanted to always focus on the characters to make it simple and story-like. To switch scenes we needed transitions, these came in the form of objects passing by the screen for example egg yolk running or the bills filling up the screen.