LBB> Which insights from that process ended up becoming part of the campaign itself? Those conversations really drove the creative idea. We met with various volunteers, food bank users, staff members and generally people at every level of the Food Banks infrastructure. We also visited numerous food banks across the country. They have almost 100% brand awareness in Canada, but the resonance of what they ultimately do was getting lost. And what we got back really helped to inform how we needed to approach this idea. To complement that rich research they do on an on-going basis, we worked with them to conduct a brand study to see how comprehension of the brand and its mission was in Canada. Matt> A part of Food Banks Canada's mandate is to conduct research to get to the route of what is actually happening in Canada. LBB> Matt, what kind of research did you dig into before starting work? In the end, it came together according to plan. It was a highly collaborative process from the get-go with the agency and director, and we were very much aligned with the direction. I had every bit of confidence in Tantrum’s team to develop the complexities of these insects and the destroyed landscape. Looking back, I think we stayed true to the original brief. I was excited by the idea of not just creating these CG insects, but integrating them into the film in a very authentic way – as if they were captured in-camera. The fact that the VFX played such a crucial role in the story made it all the more interesting to us. The thought of referencing classic lessons and adapting them to a modern metaphorical tale is an easy project to get behind.ĭominik> The brief instantly read as a great concept. Mark> My first reaction to the brief was nostalgic. We knew, however, that to pull it off in a manner that felt both compelling and real but also fable-like and imaginary, required a level of executional excellence and craft that isn’t always accessible. Matt> There was an instantly magical feeling about this idea. LBB> Guys, can you talk us through your initial thoughts when you started work on this project? To go behind the scenes of the ad and find out how the idea came together, LBB sat down with Matt, Mark, and Dominik… In the words of the ad’s voiceover, some things “seem small at first, but soon become impossible to ignore”. A high-concept ad featuring a caterpillar chewing through the fabric of society until it becomes monstrously huge, the spot and accompanying visuals hit home in a particularly powerful way. The resulting campaign is a testament to how creativity can help move the needle. In order to change that, Food Banks Canada enlisted the help of The Local Collective - the independent creative agency based out of Toronto - alongside director Mark Zibert and VFX studio Tantrum. That amounts to 1 in every 8 citizens, leaving food insecurity as one of the most pressing challenges facing the country today.ĭespite the prevalence of the issue, however, most Canadians aren’t aware of just how bad the problem has become. Shockingly, 5.8 million Canadians are currently living in what Food Banks Canada describes as a ‘food insecure household’.
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