Despite an increased awareness of overfishing, the majority of people still know very little about the scale of the destruction being wrought on the oceans. This film presents an unquestionable case for why overfishing needs to end and shows that there is still an opportunity for change. Through reform of the EU‘s Common Fisheries Policy, fisheries ministers and members of the European Parliament can end overfishing. But only if you pressure them.
Director: Mischa Rozema
Production Co: PostPanic
Agency: Sek Grey (Finland)
The retro-feel present throughout the commercial, comes from the JAFFA brand itself. On the Finnish market since 1949, the orange drink is still in the top 3 of most popular soft drinks in the country. JAFFA is part of Hartwall which is owned by Heineken International.
The internationally awarded 85 year old graphic designer Erik Bruun is best loved for his iconic posters and adverts for Hartwell and his work has been awarded the prestigious Pro Finlandia medal. You could call him a Finnish institution. Not only does PostPanic’s commercial make Bruun’s work come alive but he can be seen for the first time in the flesh, sketching the Jaffa logo.
Director Mischa Rozema wanted to create a commercial based on Bruun’s legacy. This time though, Mischa had to base his visual direction on someone else’s graphic aesthetic rather than his own.
The result, another trademark visually unique mixed media film, combining live action with 2d/3d animation, motion graphics, stock footage and visual effects.
Director Mischa Rozema says he was inspired by the look that Bruun created:
“ The story needed to be told by the means of the actual posters. We had to create more 2D landscape to imaginary landscape where we go from a poster to another one. We had to choose the posters that had the most in them landscape and storytelling wise. I was inspired by the simplicity and retro feeling which reminded me of Saul Bass’s work. Bruun’s work has that same contemporary feeling and textures use that makes it real”
Category Marketing Manager: Leena Koskinen
Jaffa Brand Manager: Outi Lahtinen
Advertising agency: SEK & GREY
Key Account Director: Marja Vattulainen
Producer: Elina Estlander
Art Director: Ville Granroth
Copywriter: Sami Korjus
Production service and consulting: Front Desk Oy
Producer and Production consultant: Merja Metsävaara-Mildh
Production manager: Noora Karhunen
1st Assistant director ( Live shoot ): Janne Launo
Accountant: Elisa Lotti
POSTPANIC Director: Mischa Rozema
Executive Producer : Jules Tervoort
Production coordinator: Elina Suhanko
CG Supervisor: Ivor Goldberg
3D Animators: Patrick Chin, Jurrien Boogert, Marti Pujol
2D Graphics & Animation: Erwin van den IJssel, Doma Harkai, Kerstin Hoehne
Music & Sound design: MassiveMusic
Talent: Erik Bruun
DOP: Daniel Lindström
Focus puller: Jarkko Liikanen
DIT: Toni Panula
Grip: Tommi Tikanoja
Gaffer: Aki Karppinen
Technician: Timo Haapasaari
Runner & catering: Hanna Hälikkä
Production designer: Antti Nikkinen
Set build: Roland Mildh
Make up, hair and wardrobe: Iiris Virranta