The Leukemia and Lymphoma Society (LLS) and creative agency Oberland approached Hornet to create a 45-second spot, “Grace,” detailing how LLS can help people come to terms with the earth-shattering news of a cancer diagnosis. Hornet’s own Natalie Labarre directed the animated spot. In her words, it was supposed to be “a visual representation of what it’s like to have your life fall apart.” So, she made it literally fall apart with an unraveling of structures around the characters, a blurry focus, and a swirl of levitating objects.
The message is that once LLS comes into the picture, these characters feel grounded again. Ultimately, the film is a heartfelt, soothing, beautifully-illustrated 2D animation that has a heavy, yet hopeful, tone.
The spirit of the piece is in line with the LLS mission and motto: “Beating Cancer Is in Our Blood.”
Credits
Client Leukemia & Lymphoma Society Agency Oberland, New York Production Hornet, New York Natalie Labarre, director, storyboard artist, character designer, environment designer; Hana Shimizu, exec producer; Kristin Labriola, development producer; Matt Creeden, producer; Anita Chao, editor; Riley Spencer, production coordinator; Sarah Litzenberger, storyboard artist, lead animator; Sami Healy, lead animator; Josh Brennan, Tyler DiBiasio, Ty Enos, Natalie Labarre, Seongjin Yoon, Hazel Zheng, animators; XiaoXiao Tang, lead compositor.(Toolbox: Photoshop, Toon Boom Harmony, After Effects, Premiere) Audio “Limited Wisdom,” written by Taubenblau, courtesy of Extreme Music. Jen Lawson, voiceover artist.
In this “So Munch More” campaign spot titled “Engagement,” a young man asks a girl’s father for her hand in marriage. The glitch is that the aspiring groom is so obsessed with Jack in the Box’s Big Smashed Jack burger that he substitutes the word “munch” for much, declaring for example that he is so “munch” in love with the dad’s daughter.
The father doesn’t believe what he’s hearing--and an explanation from the nearby Jack Box, fast food’s most unruly CEO/spokesperson, doesn’t help matters.
The “So Munch More” campaign is from TBWA\Chiat\Day Los Angeles, with Maggie Carey directing the commercials, including “Engagement,” via production company Caviar.
“We felt we’d landed on something special with the phrase ‘So Munch More’ for a few reasons. It’s a description. It’s a promise. It’s a call to action. It’s inherently competitive, which has always been part of Jack’s DNA. And the brand has equity in the word ‘munch,’ with their Munchie Meal and more. We saw an opportunity to elevate ‘munch’ and have it stand for how eating is different at Jack versus the other guys: always joyful, and full of discovery, never boring,” said Jeff O’Keefe, creative director, TBWA\Chiat\Day LA.
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