Sweetshop's Andrew Lang Reveals What's Really Going on Behind the Typical Response 'I’m Fine'
Animated series for Dove and Ogilvy UK promotes Dove’s Self-Esteem Project and partnership with Cartoon Network
Combining animation and musical performances to delve into the perceptions of girls around the world who battle with self-esteem, Andrew Lang’s new quartet of films
for Dove and Ogilvy UK explore the hopes, dreams, frustrations and doubts of girls like Karla from Mexico City.
Dove is looking to critique the meaning of ‘I’m fine’ – a phrase usually snapped by insecure teenagers – in an animated series of films celebrating its ongoing partnership with Cartoon Network.
The Unilever brand announced a partnership with Cartoon Network’s Steven Universe series in April this year. Working alongside the show's animators and writer, Rebecca Sugar, Dove creates original shorts for broadcast using the show's characters to help educate kids and build body confidence. The animation has been produced in partnership with Picasso Pictures.
The ‘I’m Fine’ campaign has been crafted by Ogilvy to draw attention to the project, using the same medium of cartoons to explore the insecurities felt by four girls in the USA, Brazil, Mexico and France.
The films begin a live action sequence of the teenagers interacting with their family at home before they’re asked how their day has been. Animation then floods the screen and the girls are transformed into avatars of themselves, in a landscape where their hopes and fears are visualised as animated metaphors.
The girls rap their inner thoughts over each cartoon in their local language. Nesida in New York voices her thoughts on everything from her hairstyle to the inherent narcissism of the selfie, for instance.
As the spoken word and animation speed to reach a climax of frustration, live action takes over. The girls reply with a simple phrase: “It was fine.”
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Animation Producer: Melissa Venet
Animation Director: Frankie Swan @ Picasso Pictures
Print/OOH Producer: Chloe Jahanshahi
Creative Agency: Ogilvy UK
Strategist: Andy Thompson, Joshua Crost
Executive Creative Director: Andre Laurentino, Gerald Lewis
Account Team: Cathy Sadiner, Sam Pierce, Georgie Howard, Carmen Vicente Soto
TV Producer: Lora Jane Brisland
Production Company: Sweetshop
Director: Andrew Lang
DOP: Ula Pontikos
Producer: Justin Edmund-White
Composer: Huntsmen Music
Edit Company: Gary Forrester @ The Quarry
Photographer: Kitty Gale, represented by Gill Turner
Client Team: Sophie Galvani, Dinara Bekmansurova, Hannah Burns
Post Production / VFX
Sound Design: Jamie Thomas @ Unit
Genres: Animation, Music performance, People, Fashion & Beauty, Storytelling
Categories: Beauty & Health, Shower, Bath and SoapSweetshop London, Fri, 10 Aug 2018 15:29:33 GMT