Shotopop was tasked by LOVE Creative to handle the Johnnie Walker 2013 Mid Autumn Festival Campaign for the Chinese market. This included a set of Key Visuals, special edition packaging for the Black and Gold Label bottles, and a special edition Blue Bottle design. The whole shebang, really. This years visuals would be loosely focussed around the legend of the Immortal Tree on the moon, Wu Gang, and the Jade Rabbit.
In Chinese folklore, there is a story about a giant immortal tree that grows on the moon. Wu Gang tries to chop it down but it always just grows back
On the moon, the Striding Man climbed the immortal tree. As he ascended, he realised that it was taller than the universe itself. He found its branches heavy with infinite blossoms of gigantic fruit. When he bit into the tree’s treasure, he tasted the intense flavours of Johnnie Walker Black Label: smoky peat, deep chocolate, sweet vanilla, rich fig and zesty orange.
When the Striding Man reached the top of the tree, he understood that just like the immortal tree never stops growing, his own journey knows no end. Wherever he adventures, his message to us all will always be the same: Keep Walking.
Starting with the Packaging design, we worked out way up to the special edition Blue Label bottle and finally the Key Visual. This was a bit more intricate, as we decided to build a set to depict the scene, instead of simply re-using the illustrations. For this adventure, we re-created the tree design, taste-notes and character is 3D, based on the packaging illustrations. These were then 3D printed, painted, assembled and carefully transported to the studio for photography, where Sam Hofman worked his lighting and photography magic.
Design, illustration, direction: Shotopop
Agency: LOVE Creative
Photography: Sam Hofman
3D Printing Inition
3D Modelling John Keates
A stop-motion animated film about farming commissioned by Chipotle Mexican Grill.
Film Lions Grand Prix, Cannes Festival of Creativity
Branded Content Lions Grand Prix, Cannes Festival of Creativity
Film Craft Lions Gold Lion, Cannes Festival of Creativity
4 Gold Cubes, 2 Silver Cubes, Art Directors Club Awards
Grandy (overall winner), Andy Awards
'Ads worth Spreading 2012', TED
Silver pencil, D&AD
Grand Clio, Film, Clio Awards
People's Voice Award, Webby Awards
Best in Show, One Show Entertainment Awards
Silver Pencil, The One Show
The film shows the life of a farmer as he slowly turns his family farm into an industrial animal factory, before seeing the errors of his ways and opting for a more sustainable future.
Willie Nelson was commissioned to record a cover version of Coldplay's song, 'The Scientist', for the film's soundtrack. The song is released on iTunes, with proceeds going to a non-profit organisation Chipotle Cultivate Foundation, 'committed to creating a more sustainable and healthful food supply and to raising awareness concerning food issues.'
Agency: CAA and Chipotle
Title: Back To The Start
Production Company: Nexus
Director: Johnny Kelly
Nexus Exec Producer: Cedric Gairard , Chris O’Reilly Charlotte Bavasso
Nexus Producer: Liz Chan
Nexus Production Managers: Claire Thompson, Alistair Pratten
Director of Photography: Matt Day
Camera Assistant: Max Halstead
Model Assistant: Joe James
Electrician: Aldo Camileri
Model Rigger: Gary Faulkner
Character Animator: Gary Cureton
Set Animator: Matthew Cooper
Compositors: Alasdair Brotherston, John Taylor
Production Designer: Graham Staughton
Art Department: Gordon Allen, Ben Côté, Joe Kirton
Studio Manager: Elizabeth Day
Models: Bob @ Artem
3D Previs Lead: Mark Davies
3D Previs Modelling: Wayne Kresil
Music Supervision: David Leinhart at Duotone Audio
Music Producers: Justin Stanley and Doyle Bramhall
Content Manager: Liz Graves
Artist: Willie Nelson
Sound Design: Barnaby Templer @ Fonic