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    NotCo, GUT Mexico City Give Singing Voice To “Not So Happy Animals”

    By SHOOTUpdated:No Comments1497 Views

    Plant-based food brand NotCo, in collaboration with creative agency GUT Mexico City, debuted this campaign film titled “Not So Happy Animals,” which focuses on raising awareness and promoting the adoption of a plant-based diet.

    “Not So Happy Animals” follows the satirical stories of several animals–a chicken, a cow, a pig, and more, cheerily singing about their sad and tragic lifes,  while being marketed and pictured as happy. Towards the end of the video, the campaign provides a call-to-action that starting today, anyone in the U.S. can go to nothappy.com and scan animal logos commonly found in public spaces. When they scan the logos, they are  brought to life using AR and reveal a message about the animal in the form of a song. People will also be directed to discover and purchase one of the NotCo plant based products created by chefs with the help of AI.

    “We frequently find restaurants, butcher shops and even frozen food brands that use happy animals in their logos. We are so used to seeing this in advertising that we often overlook the reality behind those smiles. The idea for this campaign was born from questioning: what would really make these animals happy?” shared Guido Donadio and Sebastian Regiani, ECDs at GUT, in a joint statement.

    “We know that a campaign with these levels of irony and a simple but powerful insight is not common. As a result, we created the nothappy.com application, with the mission to provide people with the necessary tools to actively participate in the campaign (via the webapp) and invite them to try our products with a discount. At GUT, we believe that no provocation is complete without providing a space where people can take concrete actions, so we thought this would be a perfect way to do that,” said Ramiro Rodriguez Cohen, CCO at GUT.

    Behind the campaign were production house PRIMO Mexico and animation studio BITT with Javier Laurenco and Alvaro Ortega Bianchi serving as animation directors.

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    Credits

    Client NotCo Agency GUT Mexico City Ramiro Rodriguez Cohen, chief creative officer; Sebastian Regiani, executive creative director, copywriter; Guido Donadio, executive creative director, art director; Guido Donadio, Sebastian Regiani, Jeffrey Schermer, Rachel Fund, Saimon Arce, lyrics; Paula Sanchez, head of production; Francis Pena, sr. producer; Geraldine Salcedo, content lead; Manuel Montes de Oca, Marcela Chávez & Marco Antonio Carranza, animator webapp; Pablo Peña & Marco Antonio Carranza, illustrator webapp. Production Company PRIMO Mexico Martin Jalfen, Mike Usandivaras, directors; Jaime Videl, managing director; Omar Uscanga, production director; Odille Mondragon, exec producer; Mariano Monti, DP; German Zecchi, 1st AD; Lucia Rodriguez, art director. Production Services, Uruguay Metanoia Giacomo Prestinar, editor; Ellas Post, Daniela Balcazar, postproduction coordinator. Animation Company BITT Javier Laurenco, Álvaro Ortega Bianchi, animation directors; Pilar Ramirez, Mariela Fabregas, heads of production; Guada Tellado, exec producer; Julia NOvio, producer; Mailen Gayosa, coordination. Music Papa Music Color Correction Nadia Khairat, colorist. Augmented Reality Agency Genosha Martin Rabaglia, tech director; Paula Martinez, project manager; Lautaro Sanchez, UX design; Belen Rosati, visual designer; Juan Cruz Rabaglia, Angela “Volko” Curzi, AR developers; Lautaro Gennari, QA 

     

    Media Type:Film: Web
    ScreenWork Categories:Commercial
    Video Tags:BITTGUT Mexico CityPRIMO Mexico



    Reality Is Optional In Marie Schuller-Directed Film For Pika

    Thursday, May 15, 2025

    We’re eating microplastics. We’ll never be able to retire. Everything seemingly sucks. So today Pika, the social-first AI video platform that brings your wildest and weirdest ideas to life, has launched a campaign depicting how it gives you the power to change your reality. Maybe not for good, but for a minute. This campaign anthem film, “Pikapocalypse,” developed by the Pika creative team with production and marketing support from Ceiling Train, directed by RSA Films’ Marie Schuller and edited by Abandon’s Val Thrasher, shows users how swapping and morphing pieces of their world--their cat’s poop into a beautiful bonsai, for example--can make reality optional. And certainly more fun.

    Pika CEO Demi Guo explained, “We wanted the piece to challenge who AI is for and what they can do with it. Unlike a lot of competitors, we focus on the everyday social creator – and we wanted the expansive creative possibilities of our platform to come through equally with the ease of use.”

    “Pika’s take on how they position themselves within this word felt really refreshing to me,” said RSA director Schuller, “because they saw themselves as a token of irreverent, ridiculous, hilarious and desperately needed entertainment. ‘Everything is terrible. No, it’s not,’ is an incredibly dark humored line as we watch a meteor transform into a grinning dough face, but it made me laugh, and that’s exactly what I would like to get out of a brand like Pika.”

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