hinhSử dụng animation trong quảng cáo mang lại hiệu quả cao và thậm chí giúp các quảng cáo đạt giải thưởng. Một bài viết bằng Tiếng Anh khá hay về xu hướng mới trong quảng cáo mà dân quảng cáo cần quan tâm.

Issued by: Wicked Pixels


The popularity of animation is growing worldwide; and it's bringing in more awards for ad agencies too. Read on and see what it could do for your award cabinet.



Continuing their creative strength as South Africa's most awarded animation production studio, Wicked Pixels' directors and animators are bringing home more big international advertising awards, and mostly on behalf of their ad agency clients.


First on the list this year was a Silver Pencil at The One Show in New York. These awards are described by the organisers as “The Most Respected Creative Advertising Awards Show”. Wicked teamed up with The Jupiter Drawing Room CT to win Silver for Musica's “Little Britain” spot, directed by Andrew Shaw of Wicked Pixels.


With Cannes Lions just having wrapped, the same “Little Britain” spot made it onto the awards shortlist, amongst some very stiff competition. The commercial has done very well for TJDR.


But the big one was D&AD, making it “In Book”, to feature in the 2008 D&AD Awards Annual. This is pretty much the Don of the international award circuit. Only a handful of SA ad agencies made it from a total of 25,000 entries, with Wicked Pixels being the only production company to be recognised. The award was given for Craft in the Animation and Visual Effects category, for their mammoth production of MTN “Stickies”, directed by Craig Wessels and Rob Malpage of Wicked Pixels, for agency MetropolitanRepublic (also a Gold Craft winner at the 2007 Loerie Awards and rated by Trendhunter as one of the top 10 Youtube music videos of all time).


On the work front, recent projects include a new hi-end, fun, energy packed animated car commercial for Kia Rio, teaming up with agency, Singh&Sons and directed by Andrew Shaw of Wicked Pixels. Creative Director of Singh&Sons, PJ Kingsley commented: "While working under extraordinary constraints the team at Wicked put in a super human effort for the Kia Rio ad. Its a great piece of character creation and animation and an ad we are very proud of."


Ogilvy commissioned cool, punchy motion graphics for the launch of two new Stimorol flavours, as well as a series of five humorous and quirky, concept driven spots for BP's Wild Bean Café, under the leadership of Creative Group Head, Jonathan Lang.


On the broadcast side, Wicked recently won a three way pitch to design and image the new DSTV international 24/7 news channel, eNews Channel. Two months of intensive broadcast design and motion graphics followed, with the gala rooftop launch held at Melrose Arch on 01 June. Patrick Conroy, Group News Editor, e.tv and e.sat, comments, “Wicked Pixels was a critical factor in the successful launch of the eNews Channel. It wasn't enough to simply have a smooth broadcast - it had to look world class. The Wicked Pixels team embraced our strategy and worked tirelessly to give us a graphic look that competes with international news networks like CNN, BBC and SKY. Their professionalism and dedication to the job is unsurpassed. We're glad Wicked Pixels will be assisting us with future projects on the eNews Channel.”


Keep a look out for some more exciting work coming out of their pipeline soon. In production at the time of going to press is work on a new Dentyne TV and print campaign, stunning animated title sequences for the Loerie Awards event in Margate in July (hope you've all booked your tickets). There is also the re-imaging of e.tv's 3rd Degree (Debora Patta), and another massive live action/visual effects commercial, with Wicked's directing duo Craig Wessels and Rob Malpage teaming up again for one of the biggest casino complexes in SA.


So if you are looking to up those trophies on your shelf, be sure to think animation, and in particular, think Wicked Pixels; the guys are cooking.




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