'The First Taste' Steals Hearts at TEDx

Saatchi & Saatchi Sydney's short 'The First Taste' captures on film the reactions of children to new foods for TEDx Sydney 2013

Sydney - In what has rapidly become one of the most endearing moments of TEDx Sydney 2013, a charming short film by Saatchi & Saatchi Sydney and Heckler, The First Taste, has stolen the hearts and palates of the event attendees as well as a wider digital audience.

Designed as an interstitial mind cleanser, a conference sorbet if you will, the two and a half minute film, one of several deployed during the program, depicts a group of young children tasting for the first time an unusual food - gherkins, Vegemite, anchovies etc.  The film has already gained international media attention, and been featured on Good Morning America and ABC News.

Saatchi & Saatchi creative director Matt Gilmour also directed the film and said the genesis of the idea had been twofold:  "We were inspired initially by the food component in this year's conference," he said. "'The idea that any delegate could contribute homegrown produce to be prepared by Aria Catering was an intriguing one."

However, it was the CD's two-year old daughter who clinched the deal:  "Watching her reminded me of that visceral, utterly natural, way that kids react to a new taste," he said. "It's unlike adults who are more considered in their responses. Children are so pure in their reactions and they are often charmingly so.  The next challenge was how to translate that into something beautiful in a film context."

For post-production house Heckler it was a very special project and one they understood intrinsically. Executive producer Will Alexander said it had been a wonderful opportunity:  "We were excited to collaborate with Saatchi's on this," he said. "It was also a pleasure to work with Hugh Miller (DOP) on such an incredibly sweet piece of film. Every single person on this crew gave their all, and more."

You can view the The First Taste here. http://www.youtube.com/watch?v=7PVVT9V2CM0


Credits

Agency: Saatchi & Saatchi
Production company: Heckler Pty Ltd
Director/CD: Matt Gilmour
Executive Producer: Will Alexander
Agency ECD: Damon Stapleton
Agency Producer: Llew Griffiths
Producer: Bonnie Law
Director of Photography: Hugh Miller
Editor: Andrew Holmes
Colourist: Ben Eagleton
Production Manager: Louisa Eagleton
Production Assistant: Harry Milas
Camera Operator: Simon Wellink
Focus Puller: Gerard Maher
Gaffer: Andy Robertson
Best Boy: Roger Scott
Grip: Martin Fargher
Nurse: Maryann Orr
Hair/Makeup: Tina Hessell
Runner: Harry Milas
Catering: Chefs in Motion
Cast: Thomas, Grace, Poppy, Sebastian, Rose, Alfie, Miela


FORBES magazine names Legacy in the Making by Mark Miller and Lucas Conley (McGraw-Hill) as one of the “Top 10 Business Books for 2018

News

Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…

Guillermo Vega joins Saatchi & Saatchi London as Chief Creative Officer

News

Saatchi & Saatchi London has hired Guillermo Vega, the former ECD of 72andSunny New York, as its Chief Creative Officer. Joining on October 1, Vega will lead the agency’s creative department and build on its existing creative success. His appointment completes the Saatchi & Saatchi London management team, alongside Sam Hawkey (Chief Operating Officer), Richard Huntington (Chief Strategy Officer) and…

Saatchi & Saatchi win 17 awards at Cannes 2018

News

Cannes Lions 2018 saw Saatchi & Saatchi offices around the network pick up a total of 17 awards. The wins were split across Saatchi & Saatchi New York, Saatchi & Saatchi LA, Saatchi & Saatchi New Zealand, Saatchi & Saatchi Germany and F/Nazca Saatchi & Saatchi Brazil. Winning clients were Tide, National Down Syndrome Society, Toyota, Elanco, Sadia and the…

Saatchi & Saatchi Croatia Re-energizes With New Creative Appointments

News

Publicis One Croatia today announces the appointment of three award-winning creative talents to Saatchi & Saatchi, promoting growth and creative excellence goals in Croatia and throughout the Adriatic. The three new appointments, who have extensive creative experience, will spearhead a re-energizing process of the agency in Croatia. Appointed are Ivan Tanić, who joins as Creative Director, Nebojša Cvetković as Art…

Saatchi & Saatchi New Zealand wins global Tourism Fiji account

News

Saatchi & Saatchi New Zealand has been appointed as Tourism Fiji’s global brand agency of record, following a selection process and creative pitch that began in mid 2017. Saatchi & Saatchi will lead the creation of a revitalised brand platform and global campaign to attract visitors to Fiji from all over the world, focusing on key markets – Australia, New…

Saatchi & Saatchi Shanghai wins Kraft Heinz China’s Creative Business

News

Kraft Heinz China recently appointed Saatchi & Saatchi Shanghai as their lead creative agency in China for all Kraft Heinz brand categories. Saatchi & Saatchi Shanghai won this business after a fierce multi-way pitch against other agencies over the past months. Saatchi & Saatchi Shanghai will lead creative services for all brands under the Kraft Heinz China umbrella. This covers…