We created this brand commercial for The Co-operative to showcase the brand’s re-launch. The Co-operative wanted a piece of film that would draw people in and make them reassess the company’s offering.
They wanted to communicate their range of products and services in a simple way that built on their profit-sharing business model. The launch of the commercial coincided with a complete revamp of all their stores and corporate ID.
'When the benefits are passed around - it's good for everyone' was the concept we came up with. We decided to visualise that in a simple story where a boy blows a dandelion and the seeds float off to touch people around the world, eventually finding their way back to him.
We shot the commercial in many locations around the UK, Iceland and South Africa. We shot on 35mm with US director Ramon Bloomberg and spent many months in post-production choreographing the dandelion seeds.
The real coup was persuading Bob Dylan to let us use his iconic track 'Blowin' in the Wind'. He'd never previously allowed any of his music to be used in commercials.
The final version of the film timed in at 2 mins 40 - exactly the length of Bob's original music track and played out in the entire Coronation Street ad break.