Woolworths promotes latest 'Super Animals' collectibles in campaign via Leo Burnett, Sydney

Screen Shot 2014-11-07 at 12.03.49 pm.jpgWoolworths has launched its latest 'Super Animals' collectibles campaign via Leo Burnett Sydney, with a new computer graphics animated TVC.

The TVC features a schoolboy in a high-speed chase across an African plain with one of the world's fastest animals, the cheetah.

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Says Tony Phillips, chief marketing officer, Woolworths: "The campaign captures the very essence of what makes Woolworths collectibles cards unique. The introduction of CG technology has allowed us to bring to life the 'super' aspect of the new cards in a dynamic way."

Says Colin Renshaw, co-founder of Alt.vfx who built the cheetah: "From the outset we wanted to up the ante with this ad. This meant not only modeling the cheetah from the skeleton up but also completely rebuilding our digital fur and grooming capabilities. We ended up with about three million individual strands of fur and some shots took 15 hours to render per frame."

The integrated campaign will play out nationally on free-to-air and paid TV, online, in store and catalogue throughout November and December with online 30" and 15" pre-rolls running on YouTube.

The campaign is part of Woolworths' ongoing partnership with Taronga Conservation Society Australia, which sees the supermarket launch 108 new Super Animals Sound Cards. The cards feature the world's fastest, toughest, deadliest, smartest, fiercest, weirdest, sneakiest, loudest and showiest super animals.

The range also includes a specially designed Super Animals Sound Card Reader, allowing you to bring to life the sound of the animal on the card. There is also a Super Animals Activity and Collector Albums with 50 cents from every album sold donated to the Taronga Conservation Society.

The cards and albums aim to give children a greater understanding of the remarkable wildlife we share our world with, inspiring them to help create a sustainable future for people and wildlife.

Agency: Leo Burnett, Sydney
Chief Creative Officer - Andy DiLallo
Managing Director - Peter Bosilkovski
Creative Director - Scott Hignett
Art Director - James Gali Barrow
Copywriter - Stuart Vidler
Director - Craig Rasmus

Visual Effects - Altvfx - Colin Renshaw
Producer - Catherine Warner
Producer Rapid Films - Rita Gagliardi
Group Account Director - Suzie Baker
Business Director - Tanya Green
Planner - Nicky Bryson
Illustrator - Judd Shoppee

Chief Marketing Officer: Tony Phillips
Head of Campaign Management: Karen Madden
Campaign Manager: Amanda Burwood

Media Agency: Carat

PR Agency: One Green Bean

16 Comments

DeJa said:

Saw the same execution about 5 years ago for Mountain Dew.

Surprised said:

Was expecting to not like this based on all the LB Woolies work so far, but I gotta admit I think it works well. Kids should love it

Cat lover said:

Nice post work

Potential said:

Time to shuffle the old creative dept. This is only one step up from the last cheap one. Get the coca cola creatives on the account. You could win some awards.

Jules said:

@Potential

Did Droga5 win awards when they had the account?
Nice ad by the way.

Get your hand off it said:

How many agency MD's request their name to appear on credits like this?

Radical said:

Oh for fuck's sake just go back to M&C .Out of them ,Droga and LB they clearly understood this account.

To be honest said:

Why PR this? It's average at best and i must say the poor old 3D Cheetah is a bit over used in ads at the moment.

Georgie said:

Opportunity taken! Great TVC out of what would've been a typical brief... It's going off in-store so no doubt the registers are ringing for Woolies! Last time I checked that's sorta the top tick on the list??

Rita the Cheetah Eater said:

Great animation and cg. Cheetahs have been done before for sure, but not as nicely as this. Credit where it's due.

elephants memory said:

I remember the slating that the D5 had when they did their TVC for the same product. Personally I think this is a step up - but I guess you'll never get consensus on this blog

Jen said:

My kids absolutely love these cards. They now have the album, almost all the cards and the sound reader thingy but I've heard more than I care to of the spotted sea lion. The ad is well liked too, well done.

Brother to brother said:

@Rita the Cheetah Eater..No credit due on this pile of tosh!

Really? said:

@Brother to brother.

Please post your latest ad. You must be an absolute legend.

Really said:

@ brother to brother
I highly doubt "dazza" would pay any mind to this thread buddy.

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