This film conceived by London agency adam&eveDDB for clients John Lewis and Waitrose introduces us to a girl named Ava and her friend Edgar. The latter is a young dragon who lacks control when he breathes fire, thus causing Christmas festivities to often go up in smoke and alienating townsfolk in the process. However Ava looks to win back the community’s love for Edgar by getting him to light the Xmas pudding.
Dougal Wilson of production house Blink directed “Excitable Edgar,” with visual effects from Untold Studios.
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Credits
Client John Lewis/Waitrose Agency adam&eveDDB, London Richard Brim, chief creative officer; Matt Gay, creative director; Simon Lloyd, creative; Sally Pritchett, film producer; Hayley Carter, integrated producer; Chris Battye, digital producer; Claire Peacock, assistant digital producer; Jessica Taylor, head of content; Ben Sharpe, Cave Ellison, heads of integrated production; Martin Beverley, executive strategy director. Production Blink Dougal Wilson, director; Joost van Gelder, DP; Ewen Brown, producer; Andy Kelly, production designer; Katie Giovanni, home economist; Ellie Britton, production manager. Editorial Final Cut Sound Factory Studios VFX Untold Studios, London Diarmid Harrison-Murray, creative director VFX; Alex Gabucci, Amir Bazazi, VFX supervisors; Tim van Hussen, animation supervisor; Ian Berry, exec producer VFX; Neil Davies, ECD; Nell Lloyd-Malcolm, producer VFX; Michael Diprose, asset lead; Aaron Hopwood, Daniel Kmet, Joffrey Zeitouni, Nicolas Seck, Sauce Villas, Jakub Krompoic, animation & rigging artists; Denis Krez, Doruk Saglam, Gustavo Ribeiro, Luke Massingberd, Matthew (Wispy) Clarke, Thiago Vilas Boas, Julie Cruette, comp artists; Amandine Comes, Andreu Lucio, Annie Rowland, Ardahan Sernaz, Baptist Jaquemet, Cindy Libbrecht, Daniel Longe, Emre Sumer, Kenny Ip, Manon Cauzid, Marc Picco, Marcel Ruegenberg, Platon Filimonov, Ran Manolov, Simon Legrand, Yaz Raji, CG artists; Andrew Brooks, Aurelian Ronceray, Fabio Santoro, Lino Khay, Therese Larsson, DMP/concept artists (Toolbox: Flame, Nuke, Photoshop, Houdini, Maya, Zbrush, Mari, Substance, Arnold)
Helping to mark International Human Rights Day (12/10), Amnesty International has once again joined forces with ad agency Cossette to launch its annual “Write for Rights” campaign—an initiative that proves writing really can set people free.
Every year, thousands of people around the world take part in this global movement by writing letters of solidarity to individuals unjustly imprisoned and denied their most basic rights. The results speak for themselves: over 75% of cases supported by the organization result in a release.
This year’s campaign in it 25th edition puts a spotlight on that real-world impact. Cossette and Amnesty are sharing the powerful stories of people who regained their freedom thanks to past letter-writing efforts. Using striking visuals, the campaign recreates the emotional moments of their release through portraits illustrated entirely with typewriter characters. Each image, crafted by U.K.-based artist James Cook, is infused with authentic excerpts from the very letters that helped change their fate.
“James’s work immediately spoke to us. The idea of reconstructing these real moments of liberation using the very words that made them possible beautifully captures the emotional force of writing,” said Philippe Leblanc, art director at Cossette.
The campaign began running across Quebec in late November and will continue to mid-January, with placements in local out-of-home, print, and radio media. This film captures the essence and spirit of the campaign.
