For our 2020 Christmas campaign, we endeavoured to visualise and reflect on 2020. The brief was to produce a campaign using our shared experiences of how we have all learnt to adapt, evolve and reconnect in lockdown life.
We wanted to touch on certain feelings, which ultimately steered the creative direction. We wanted the campaign to reflect feelings of isolation, unity and connection throughout the year and developed a character that is continuously moving through time, alone, which serves as the perfect visual metaphor for the year. And so, a new SB member was born: #TortelliniTheTortoise.
Tortellini travels through the year, month by month, telling our collective lockdown story and how we reconnected with each other in a virtual world.
Our artists produced 15 short animations for our social campaign: one for each month of the year, a Thanksgiving and NYE bonus, plus our beautiful Christmas card.
Not all heroes wear capes but in this campaign, we celebrated the power of CG for its creative flexibility, ultimately becoming the unspoken hero of 2020 marketing. From giving us the ability to visually and emotionally capture the year, to staying creative and ultimately connected - CG has been our lifeline. Bringing this historic year to life, we hope to have celebrated the reconnections of Zooms, summer garden BBQs, board games, while visualising lockdown isolation. And to check we’ve done it justice, we used our neuroscience tool, Engagement Insights®, to understand the campaigns overall effectiveness.
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