Hellmann’s - It’s Time for Real on Vimeo

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2. Hellmann’s - It’s Time for Real

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1. Civilization by Marco Brambilla

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We created this spot along with Sons and Daughters director Steve Gordon for the Hellmann's site eatrealeatlocal.ca/

Agency is Ogilvy, Toronto

Credits

993 Likes

yiyi wang
30 seconds ago
Felipe Zavala Muñoz
22 hours ago
Marcio Hasegava
2 days ago
Motion Graphics
2 days ago
Silo1
2 days ago
Alan Wesley
2 days ago
H PRODUCTIONS
4 days ago
Man Zanas
4 days ago
GiØvanni TesaurØ
7 days ago
Stef
7 days ago
See all 993 likes

Tags

Joël Cox 5 months ago

And that not only true for Canada, but all western countries!
Bill Downs 5 months ago

Get graphics. Could you explain how you created them and what software you used?
Mars Lewis 5 months ago

Great message! Wonderful direction and graphics!
Sonja Miokovic 5 months ago

Great start. But is rubs me as a typical backlash. And a ridden with contradictions - as it is these big companies which were an integral part - and push behind our long list of free trade agreements etc. Also, the voice doesn't sit well with me - the concerned and conscious consumer. It's not inspiring, and making me feel positive about our choices - but feel bad about our actions......Positivity is better. And on that note, the graphics and production are very well done! Crisp and clean.
Carlos Osterling 5 months ago

Very well done! I hope things get better for Canada.
Geoffrey Gonzales 5 months ago

Done perfectly.
CRUSH 5 months ago

Thanks for the great feedback. The team at O&M and the folks at Unilever were so amazing on this with great ideas and feedback all the way through. We did previs in Maya, and designed in Illustrator and After Effects. CG was a mix of Maya and XSI, tracking and roto were a mix of Flame and a motion tracking package. Nothing proprietary, just hard work. We shot it together with Steve Gordon, a great director at our sister company Sons and Daughters. Thanks for the interest. The message does apply to more than just Canada. We all have to look at labels when we buy. Not just packaged goods, but "fresh" food as well. We are all activists.
Kalvin Camp 5 months ago

This is AWESOME!! I'm not canadian, but I'm sure this message applies universally... and it's done so schnazzy-like! haha

~Eat Local! lol
EYEFULL STUDIOS 4 months ago

What a great job! I am in California and it made me want to buy Canadian.
Max Cohen 4 months ago

Very well produced video. Aren't there many foodstuffs and other grown products that its less energy intense to produce and then ship to market since the climates require less added energy for agriculture?
Original Sin 4 months ago

This smacks of short-sighted nationalism, a typical knee-jerk reaction to a shrinking economy. The animation is very well done, and kudos to the designers, but shame on the ideology behind it. Division of labour, even across countries, is a good thing.
Daniel Struthers 4 months ago

Whats wrong with attempting to promote the preservation of green space and the reduction of fossil fuel use? As well as appreciating food grown for taste as opposed to longevity? i think you missed the point of the video.
Hughes Hall 4 months ago

Beautifully done! A very engaging and clear presentation of the information.
Jaap den Dulk 4 months ago

@orignal sin
I second that. Each view of this (BTW beautifully crafted) piece of protectionism costs three farmers in Bolivia, Kenia and Indonesia a family-dinner.
David Pedersen 4 months ago

Too bad local food from Denmark is far more expensive than the imported food.

Makes it harder to choose local.
Matteo de Mayda 4 months ago

this is a masterpiece!
Rogue Apron 4 months ago

What is the relationship of Hellmann's to this video?
Daniel Hayek 4 months ago

Very creative!
Iris Inbar 4 months ago

Nice done!
Pisces Pesquisas 4 months ago

amazing!
Lorenzo Fernandez 4 months ago

reminds me of this project we did in the densitydesign course at politecnico di milano.

vimeo.com/4002528
Helton Rosa 4 months ago

Loved the brocoli trees! Nice work!
Al 4 months ago

This is visually totally incredible stuff, great work!

Now I know more about Canadian food imports and exports than about those of my own country...
lodro rigdzin 4 months ago

what is hellmann's involvement exactly?
Tijmen Kuipers 3 months ago

Insane postproduction job! Very nice, great work guys! Keep up the good work :)
|||CharlyDeeCynthius||| 3 months ago

Lavoro meraviglioso!
Sei un Maestro!!!
Rafael Macho 3 months ago

brilliant!! this is a very smart way to make people think as well entertain. I really think we should have such message on TV over here in the US too. btw, is this playing on TV in Canada?
Christopher Zurcher 3 months ago

This is awesome and does apply to other countries. Do you have any plans to do this for other countries? I shared it on my blog. I'm sure you'll get some hits out of it and you should get a Webby or something.
marty mcdonald 3 months ago

Ahh yes, the Dove strategy of a brand taking on a challenging social or environmental issue in order to benefit from the good-intention (and associated PR). In fact, wasn't it even called REAL BEAUTY? Wait, and isn't Hellman's owned by BestFoods, which is owned by Unilever, which owns Dove which uses O&M? So, perhaps we should laud the creative director for recycling an idea. Wow, this is shameful, O&M.

What is ironic and sad here is that Hellman's is in no way local to Canada--it is imported from a large scale manufacturing facility in the US! (Yes, that's right, in the same fashion and practice that they are calling into question in this video, whereby the dollars from your Hellman's purchase go right back to the owners of Best Foods, or Unllever.

While I am in no way against big brands taking on issues--they have to--this just feels like greenwashing to me. And yes, the art is beautiful, but that shouldn't cloak the issues behind the art here. At the very least, they could direct a portion of sales to some kind of local cause, or ag fund. There isn't even a cause element here. It is just selling mayonnaise on the backs of a serious social and environmental issue. Shame on you.
Giorgio Ungania 3 months ago

Amazing Promo, well done !
Benjamin Lanza 3 months ago

Are we not talking about free trade here? OMG!!! I must be politically incorrect.
dro 3 months ago

WOW great video work ! :)
Oli 3 months ago

Great! but the I would go for another brand next to it. :)
Nevermind awesome art piece.
thank you.
Rene Ng 2 months ago

Don't quote me on this. But I believe that Dominion did have a contract with US food producers saying that they would not stock Ontario grown produce during the vegetable production months in Canada on the threat that the US producers would not provide them with any food during the winter months. We got fucked on that one. I don't know if the contracts still exist but it'd be worth looking into
Rene Ng 2 months ago

Why did Hellmans fund this?
Motion Graphics 2 days ago

Hi! Great animation.
I posted it on motiongraphics.nu