We’ve reached the luckliest year, the Year of the Rabbit (according to the Chinese calendar) and doesn’t the world deserve it. Ogilvy Shanghai and Hornet have created Coca-Cola’s campaign for the second year in a row, so they are both feeling lucky.
The CG-animated commercial, that follows last year’s tiger story, was directed again by Yves Geleyn, and follows a family of rabbits who have to overcome their differences to celebrate new year together, with the message, Lunar New Year may change, but celebrating together is magic.
“A compelling narrative, cinematic whimsy, and rich textural details. It’s everything you could want in a film like this, and more,” Geleyn stated.
Visually, the story is remarkably rich. Geleyn’s direction uses the power of visual contrasts, the soft, organic touch of the traditional home contrast with the hard angularity of the modern one, for example, to underline the story. Similarly traditional and modern food, underline the theme of old and new worlds uniting. Their ingredients are the same even though the dishes are presented differently. Feature film illustrator and character designer, Peter de Sève, gives the rabbits their distinctive characters.
Geleyn commented, “Peter has an unparalleled ability to express emotions with the flick of a pencil’s line. His contours and features bestow a human-like manner that allows these anthropomorphised animals to carry the weight of this story’s dramatic arc.”
Lastly as expected, Coca-Cola ties the family together.
Credits:
Agency: Ogilvy Shanghai
Production: Hornet
Director: Yves Geleyn
Managing Partner: Hana Shimizu
Head of Production: Karen Lawler
Creative: Kristin Labriola
Executive Producer: Marty Geren
Production Supervisor: Dez Stavracos
Producer: Hanna Smith-Ide
Coordinators: Judy Tam & Jon Chun
Storyboard Artists: Steph Dere, Kaycee Nwakudu, Sami Healy
Character Design: Peter De Sève
Designers: Margaux Zinsner, Hannah Kim, Chiara Benedetti, Thomas Dubois, Alexis Liddell
Post Production & VFX: Hornet
CG Leads: Corey Langelotti, Richard Kim
Modelling: Angeline Rivera, Constance Bensen, Chris Cruz, Super Dope
Rigging: Super Dope, Nicholas Christie
Animation: Matt Corsillo, Tom Shek, Meg Oswalt, Hee Jin Kim, Nicholas Christie, Tania Florit, Zoey Dang
Rendering: Richard Kim, Cody Chen, Sylvia Apostol, Laney Lai, Nicole Noel
Compositing: Paulo Dias, Andy Malvasio, Fred Kim
Music & Sound: Hornet
Sound Designer: Ambrose Yu
