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Guardian

Three Little Pigs

Summary

The Guardian has launched a major brand campaign created by BBH London to showcase its open journalism and multi-platform credentials, kicking off with a thought-provoking new TV spot that features an ironic telling of the classic fairy tale, 'The Three Little Pigs'.

Directed by Rattling Stick's Ringan Ledwidge, the commercial aims to illustrate the Guardian's new model of journalism by recognising all of the different ways in which people consume news in the digital age.  The spot premiered across the Channel 4 network at 10.10pm last night following an on-air teaser campaign, and will remain exclusively on the channel.    

David Kolbusz, creative director, BBH, said: "We wanted to help consumers better understand how the Guardian's practice of Open Journalism actually worked.  As massive fans of the brand it was an exciting, yet daunting challenge.  In the end, we settled on what is essentially a product demo.  We just tried to make it as entertaining as possible."

Our VFX team helped give the spot its dramatic effect with everything from Mick Vincent's atmospheric grade, to the motion graphics and animations used to bring the digital elements to life, and 3D work to give the pigs' heads added expression and detail.

Credits

Agency

  • Agency: BBH London
  • Producer: Davud Karbassioun
  • Creative Director: David Kolbusz
  • Creatives: Matt Fitch & Mark Lewis
  • BBH head of strategy: Jason Gonsalves BBH team director: Ngaio Pardon BBH team manager: Alex Monger BBH team assistant: Katie Burkes

Production

  • Production Company: Rattling Stick
  • Director: Ringan Ledwidge
  • Producer: Chris Harrison
  • Director of Photography: Franz Lustig

Editorial

  • Editing Company: Work Post
  • Editor: Rich Orrick
  • Edit Assist: Ellie McNaughtan

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Gemma Humphries
  • Shoot Supervisor: Gary Driver, Dave Fleet
  • 2D Lead Artists: Gary Driver
  • 3D Lead Artists: Dave Fleet
  • 2D Artists: Adam Lambert
  • 3D Artists: Tom Bolt, Jonathan Wood, Adam Droy, Luke Tickner, Alberto Lara, Iker De Los Mozos, Natalie Rocks, Adam Darrah
  • Assist: Zoe Cassey
  • Motion Graphics: Ivo Sousa
  • Colourist: Mick Vincent
  • Art Department: Adam Brandon
  • Rotoscoping: Robert Granger
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