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Gary the Tortoise Joyously Jumps into Spring For Homebase Campaign

Creative 394 Add to collection

Ozzie Pullin, Rick & Mario
 directed the campaign with Atomic London and partizan

Gary the Tortoise Joyously Jumps into Spring For Homebase Campaign

Leading home and garden projects retailer Homebase has unveiled its new Easter campaign, built around the theme of ‘Grow a whole new Room’ as the retailer encourages customers out of their long hibernation and into the garden. 

The campaign is the latest instalment under the Feels Good to be Home tagline which reflects the insight that when our homes feel good, we feel good, and the garden is no exception. With Spring just around the corner, many people will now be thinking about how they can create an outdoor space that they can enjoy with friends and family, or escape to for some peace and quiet.

The new 30 second TV commercial launches 23rd March across all major channels starring ‘Gary’, a family pet tortoise unable to contain his excitement as he embarks on a mad gallop around the garden, set to the iconic theme music from the TV series Black Beauty.

Lisa Tickle, head of marketing at Homebase, said: “We can’t think of a better way to kick off our Easter activity than with the launch of our Gary the tortoise campaign. He’s already proven a big hit with our team members and represents how we all start to feel when the sun is finally shining, and we can get back outdoors.” 

The campaign will be supported online and instore and coincides with Homebase’s sponsorship of ITV’s Love your Garden – a show which surprises people across Britain with transformations to their outdoor living spaces.

Dave Henderson and Guy Bradbury ECD’s at Atomic, said: “It’s the time of year when everyone emerges blinking into their gardens and we figured a tortoise would be a great way to illustrate this. We’ve had enormous fun working out how to make a very slow reptile into a dashing, loveable hero.” 

The TV ad was created by Atomic London, produced through Partizan, and directed by emerging talent Ozzie Pullen and the exciting animation duo Rick and Mario, to bring Gary the tortoise to life.

Neil Linpow, executive producer at Partizan said: “ We are so fortunate to have a such a wealth of experience at Partizan when it comes to blending live action and animation. Having our own dedicated in-house animation studio enabled us to collaborate with Atomic by combining one of our bright young directors, Ozzie, with the Red Knuckle boys Rick and Mario, and make something that might not have been possible any other way.

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Client(s): Lisa Tickle & Lindsay Cole


Creative Agency: ATOMIC

ECD: Dave Henderson & Guy Bradbury

Creative: Matt & Simon Welch (The Welch Bros)

Planner: Steve Hopkins

Lead Producer: Raluca Anastasiu

Shoot Producer: Ben Catford

Account Management: Louise Rudaizky, Lisa Allen-St Hill, Dan Taylor

Design/Typography: Pete Mould

Media Agency: Havas Media Group

Media Planning and Buying: Robyn Flowers, Paz Garcia Minaur, Aisha Bright

Directors: Ozzie Pullin, Rick & Mario

Live Action Producer: Daniel Wheldon

Animation Producer: Leo Green

Executive Producer: Duncan Gaman, Neil Linpow 

Cinematographer: Carl Burke

Editor: Ben Harrex 

Live Action Production Service Company: Robot TV

Animation Production: Rick & Mario at Red Knuckles 

Texture Artist: Silvia Bartoli 

FX Artist: Radu Ciubotariu 

Rigging: Kipp Case

Lead Animator: Remy Herisse

Animator: Edwin Leeds

Lead Lighting Artist: Matteo La Motta

Lighting and Compositing Artists: Clarisse Valeix, Antonio Herrador, JB Aziere

Compositing Artist: Antoine Foulot

Studio Producer: Pedro Lino

Studio Production Manager: Mercedes Vidal 

Post Production 

Post Production: UNIT

Colourist: Denny Cooper

Sound: Chris Southwell

Genres: Dialogue, Comedy, People

Categories: Retail and Restaurants , DIY Stores

Atomic London, Mon, 23 Mar 2020 12:08:51 GMT