Cape Town - Saatchi & Saatchi Cape Town has used animation in their latest campaign for Tuffy Plastics. The press and poster campaign, entitled ‘When work takes aim', employs a simple animation technique to advertise their disposable work-wear product.
Creative director at Saatchi & Saatchi Cape Town, Gavin Whitfield says, "The objective of the campaign was to highlight Tuffy Plastic's protective work-wear by highlighting the drama around spills, drips and mess in the workplace."
"We wanted to make this seem epic and dramatic so we featured a butcher and a chef in the creative, two professions where work gets messy. This was key to creating concern around what is, in reality, a minor annoyance. The product feels championed and as necessary as a bullet proof vest when painted in this light."
The artwork was developed under the Art Directional supervision of Gareth Cohen and executed by local animation house, Lung. The target was then layered within the environment to further heighten the drama and interestingly broken up as if it were projected into the environment.
"The final output of the creative shows a very dramatic, clean, to the point visual, which is running in relevant industry publications," Whitfield adds. "Using this specific technique allows the work to stand out and create interest where advertising in these publications is usually extremely bland."
For more information visit: www.tuffy.co.za, join them on Facebook at: http://www.facebook.com/pages/Tuffy-Brands/216163958420779 or follow them on Twitter: @tuffybrand
Credits:
Title: Work Takes Aim
Medium: Posters & press
Creative Director: Gavin Whitfield
Art Director: Gareth Cohen
Copywriter: Alex Goldberg
Animation: Lung
Account Manager: Sheharazaad Allie
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