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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2 years ago

1. Civilization by Marco Brambilla

by CRUSH

2 years ago

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

Agency is Ogilvy, Toronto

Credits

1,783 Likes

Glenn Marron
6 hours ago
Alex Beekman
1 day ago
marten berkman
5 days ago
TONAL
5 days ago
Johana Quijano
5 days ago
dbsk0321
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ivo
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fernando ifran
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fabio tarantino
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Chel Son
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Tags

Joël Cox 2 years ago

And that not only true for Canada, but all western countries!
Bill 2 years ago

Get graphics. Could you explain how you created them and what software you used?
Mars Lewis 2 years ago

Great message! Wonderful direction and graphics!
Sonja Miokovic 2 years 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 2 years ago

Very well done! I hope things get better for Canada.
Geoffrey Gonzales 2 years ago

Done perfectly.
CRUSH 2 years 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 2 years 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 2 years ago

What a great job! I am in California and it made me want to buy Canadian.
Max Cohen 2 years 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 2 years 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 2 years 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.
Dan Browne 1 year ago

The issue being addressed is not insularity, but rather proportionality between goods involved in forms of trade. If you cannot see any major issues arising with the imbalances of the model presented here then I suggest you look/listen more closely with an open mind that is observing, and not preparing any ideological critiques. Or perhaps you already decided you are OK with people in other countries starving to death?
Hughes Hall 2 years ago

Beautifully done! A very engaging and clear presentation of the information.
Jaap den Dulk 2 years 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 2 years ago

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

Makes it harder to choose local.
Matteo de Mayda 2 years ago

this is a masterpiece!
Rogue Apron 2 years ago

What is the relationship of Hellmann's to this video?
Daniel Hayek 2 years ago

Very creative!
Iris Inbar 2 years ago

Nice done!
Pisces Pesquisas 2 years ago

amazing!
Lorenzo Fernandez 2 years ago

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

vimeo.com/4002528
Helton Rosa 2 years ago

Loved the brocoli trees! Nice work!
Al 2 years 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 2 years ago

what is hellmann's involvement exactly?
Tijmen Kuipers 2 years ago

Insane postproduction job! Very nice, great work guys! Keep up the good work :)
|||CharlyDeeCynthius||| 2 years ago

Lavoro meraviglioso!
Sei un Maestro!!!
Rafael Macho 2 years 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 2 years 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 2 years 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 2 years ago

Amazing Promo, well done !
Benjamin Lanza 2 years ago

Are we not talking about free trade here? OMG!!! I must be politically incorrect.
dro 2 years ago

WOW great video work ! :)
Oli 2 years ago

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

Why did Hellmans fund this?
Stef 2 years ago

Hi! Great animation.
I posted it on motiongraphics.nu
Leandro Castro 1 year ago

can't get tired of watching this... so beautiful!
Chris Martinez 1 year ago

Those selfish Canadian bastards...
Nicholas O'Connell 1 year ago

Protectionist hogwash. Specialization and trade increase wealth. Think about it this way: If you want your country to be self sufficient in terms of food, why not your county? your town? your house? your self? If you had to produce all the elements of survival yourself, you would probably die. You can only survive by trading.

We cannot produce everything we need/use on our own. If we specialize, each person (and region, and country) can do what they are best at. In the economic sphere, self sufficiency is another word for poverty.
LACZI 1 year ago

Beautiful animation! I wonder how long did it take to make all of this.
Jesse.R 4 months ago

i especially like your sound! did you do it in-house?
Rawls 3 months ago

This is fantastic. Both creatively and the message.
Sarah O 3 months ago

cool
samantha abernathy 2 months ago

I really enjoyed this! thank you :)
Rickard Bengtsson 3 weeks ago

Great!