It’s a high-tech world and it’s easy to believe that online is the hub of everything that matters. But without old-fashioned road transport, without trucks, so many things wouldn’t happen. The things we buy online wouldn’t get to us, the parts that make the devices we use to be online wouldn’t happen…
Creative agency, GTB Brazil, and animation studio, Zombie Studio, have created a wonderful 3-minute animation for Ford Trucks to highlight the fundamental role that truck drivers have in everyday people’s lives. The film, Gears, part of a communication concept, Your World Can Not Stop, presents a collection of everyday situations inside a large gear. For each situation, the gear’s parts interact with the characters, helping them. Part of the gear delivers a wedding ring to a couple of grooms. A lamp is given to a little girl studying under candlelight. A boy who dreams of being a soccer player receives a football boot to fulfill his dream. A bored old couple gets a phonograph that motivates them to dance happily, reminding them of a great past. A grandfather missing his granddaughter receives a tablet from the gear to connect with her.
At the end of the film, the camera zooms out and reveals that everything has passed inside the engine gear of a Ford delivery truck. The film concludes with the tagline, Stories to be unboxed.
“It’s a new language for the truck segment that usually does more technical and unemotional content. By using the language of animation, we can approach truckers in a more playful, warm, and emotional way, and the characters can live in harmony with the mechanical world,” noted Vico Benevides, executive creative director at GTB.
“This film is a big thank you for all that truckers do for people. Often, they do not even realise it. The job is 100% focused on this audience but has the potential to thrill everyone through its history and aesthetics,” explained Rodrigo Strozenberg, creative director at GTB Brazil.
Paulo Garcia, co-founder and chief creative of Zombie Studio, added, “It sure was one of the toughest technical and narrative challenges we’ve ever had. Harmonising emotional stories, and turning the gears of a truck’s engine into a world of imagination, was a task that required a lot of talent and affection from the entire team. It was four months of work with a team of 60 dedicated people, a lot of research, and a lot of desire to make this script a beautiful story worth seeing.”
Agency: GTB Brasil
Executive Creative Director: Vico Benevides
Creative Directors: Rodrigo Strozenberg & Daniel Leitão
Copywriter: Thiago Lins
Art director: Fernando Lyra
Account Service: Fernanda Santos, Robson Miguel, Simone Bastos & Rodolfo Luz
CRM Account Service: Paula Peres, Michele Merlucci & Rafaela Corner
Planning: Juliana Barbosa, Fernando Takey & Dorian Dack
Media: Leandro Fonseca, Rafael Vizoná & Rafael Amorim
Project Management: Patricia Silvestre & André Tanoue
Social Media Content: Eliza Bianchezi
Social Media Monitoring: Raphael Ramos, Raphaela Rebouças & Wellington Souza
Social CRM: Erika Morais, Juliana Xavier & Tiago Viera
Producers: Bruna Amorim & Luana Aghata
Production Company: Zombie Studio
Director: Paulo Garcia
Director of Photography: Regis Fernandez
Executive Producer: Natália Gouvêa
Account Service: Fabricio Takahashi
Sound Production: A9 Audio
Account Service: Guta Lima & Renata Schincariol
Client: Ford Motor Company
Product: Ford Trucks
Client Approval: Oswaldo Ramos, Guilherme Teles, Mayara Algaba & Simone Barbosa