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Home / Fun Bolthouse Campaign Reminds Us to Take a Break and Embrace the Farm

Fun Bolthouse Campaign Reminds Us to Take a Break and Embrace the Farm



Beverage company, Bolthouse Farms, launches a series of commercials created by The Many, with Chimney completing full-service production and post production.

Directed by Chimney’s Sam O’Hare, the four 10-second films promote Bolthouse’s range of premium beverages and were developed around the idea that as modern life becomes busier, the concept of nature and farms become more appealing. The cheerful films encourage people to take a break from their busy routines to enjoy a taste of the farm in Bolthouse’s travel-sized bottle. This break from reality manifests itself as the farm literally growing out of everyday locations: carrots sprout from living room floors, office lamps transform into apple trees, dumbbells in the gym become fresh milk cans, and strawberries make a surprise appearance on the subway platform.

Chimney completed full-service production and post on the films. Working collaboratively with the creative team at The Many, Sam O'Hare directed the live-action portions and also led Chimney’s VFX team in NYC.

Sam comments: “Having a unified creative vision throughout the process really helped ensure consistency and efficiencies from start to finish. From the start we knew that CGI would be the best approach to bring these spots to life - obviously a strawberry plant can't grow out of a subway bench and a desk lamp can't turn into an apple tree. When a campaign relies so heavily on executing the key elements in post, we utilize previz to help us imagine the end product while planning the production and shot list. This ensures that the footage captured on set marries happily with the CG that is needed to bring it all together, and allows the agency and client to see the vision and sign off before shooting, greatly streamlining the shoot. The fact that these were 10 second vignettes also made the decision to do previz that much easier to make sure we left enough time for all the elements to animate on screen without feeling rushed.”

Commenting on the tight turnaround, Sam says: “Photo-real CGI - especially this close up - requires a lot of time and detail to make look right. This is where being Chimney and having the global network really came in handy as we were able to pull in talent from multiple offices to make sure the work was executed beautifully while still meeting the hard deadline. While I directed and led the post in NY, Chimney’s VFX supervisor Petter Lindholm in the LA office was able to be on set to supervise to make sure the VFX data was captured and that everything that was shot would translate smoothly to the post workflow. We also partnered with our office in Gothenburg so we could have dedicated teams on each vignette making sure everything came together.”

CREDITS

CLIENT: Bolthouse
VP of Marketing: Mark Materacky
Marketing Director: Alice Nelen
Brand Manager : Breeana Bey
Campbells Production Consultant: Suzanne Landau

Agency: THE MANY
Executive Creative Director: Damien Eley
Creative Director: Celine Faledam
Copywriter: Rachel Guest
Brand Director: Laura Hoffman
Project Manager: Nicole King
Senior Producer: Morgan Menco

Production Company: Chimney
Director: Sam O'Hare
Executive Producer: Ellen Pot / Jake Loonan
Producer: Brooke Dooley
Post Production Company: Chimney
VFX Producer: Nicole Melius
Lead CG Artist: Anthony Jones
Artists: Joe Nguyen, Ryan Lathey, Ran Huo, Erik Rasmussen
Editor : Hannelore Gomes
Color Correct: Vincent Taylor
Conform: Alana Casto

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Haul or Nothing: No Frills Gets Animated with Video Game Launch



No Frills has done it again with the release of Hauler: Aisles of Glory™, a retro 8-bit 2D animation video game. A web-based game played in-browser on mobile, tablet and desktop, Hauler: Aisles of Glory is a key part of the new No Frills marketing campaign that launched on May 6th. Available in Canada, No Frills wants Canadians to get their virtual shopping carts ready for the ultimate Hauler™ experience and the opportunity to earn PC Optimum points in real life.

“Every major sport has a video game franchise, so why should hauling be any different?” says Uwe Stueckmann, SVP Marketing, Loblaw Companies. “Much like the best athletes, the best haulers aren’t born - they’re made through mental and physical preparedness. We wanted to demonstrate to the world what goes into an epic haul. After all, No Frills is the best place to purchase fresh quality groceries at a low price, and saving money isn’t celebrated enough.”

Based off the in-store shopping experience, Haulers will train for their next shopping trip by running through an 8-bit animated No Frills, collecting points for hauling groceries and avoiding unnecessary frills and obstacles not commonly found at grocery stores like diamonds, limousines, and expensive speed boats. The Hauler will dash seamlessly between the different sections of the store through produce, packaged goods, bakery, meat and even outside through the parking lot.

After the virtual haul is complete and gameplay ends, players can enter their PC Optimum card number to claim their daily reward of 500 PC Optimum points. The game will reward players until they have awarded 50,000,000 PC Optimum points cumulatively to Canadians.

To play the game, please click here to haul like you never have before.

In addition to the video game, the new No Frills Hauler campaign includes a new commercial, community events at local stores as well as new items on haulershop.com, which is slated to rollout in June.

About Loblaw Companies Limited
Loblaw Companies Limited is the nation’s largest retailer, providing Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, financial services, and wireless mobile products and services. Loblaw’s purpose – Live Life Well® – promotes the needs and wellbeing of Canadians, who make one billion transactions annually in the company’s stores. With more than 2,400 corporate, franchised and associate-owned locations, Loblaw, its franchisees, and associate-owners employ almost 200,000 full- and part-time employees, making it one of Canada's largest private sector employers.


TV + Game Credits

CLIENT
SVP Marketing: Uwe Stueckmann
VP Marketing: Mary MacIsaac
Director, Brand Marketing: Ashley McGill
Senior Brand Manager: David Becker
Brand Manager: Naveet Nanwa
Brand Specialist: Teresa Tornatore

AGENCY
Agency: john st.
Chief Creative Officer: Angus Tucker
Executive Creative Director: Cher Campbell
Copywriter: Robbie Percy
Art Director: Caroline Friesen
Executive Director, Design: Mooren Bofill
Design Director: Jacqueline Lane
Designer: Ming Mikaeo
Head of Production: Aimee DeParolis
Executive Producer (TV): Brittani Wilcox
Executive Producer (Game): Matthew DeWaal
Producer (Game): Summer Mitterhuber
Director of Creative Technology: Joshua Richards
Account Service: Nick Pigott, Lindsay Day, Kelly Brennan
Strategy: Megan Towers, Mario Ramirez Reyes

PRODUCTION + POST (TV)
Director: Ian Schwartz
Production Company: Radke Films
Executive Producers: Scott Mackenzie, Tony DiMarco
Line Producer: Rob Jacklin
Director of Photography: Albert Salas
Casting: Powerhouse
Editorial (Editor, Company): Graham Chisholm, Married to Giants
Colour (Colourist, Company): Clinton Homuth, Artjail
VFX / Online (Lead VFX Artist, Company): Sean Cochrane, The Vanity
Audio (Creative Director, Company): Didier Tovel, SNDWRx

PRODUCTION (Game)
Game Creative + Development: Relish Interactive
Producer: Colin Marson
Associate Producer: Phil Leuenberger
Creative Director: Justin Sadler
Game Design: Aaron Worrall
Art Director: Alyssa Munaretto
Illustration & Animation: Jesse Millest
Game Developers: Rocco Briganti, Cody Chartrand
Web Developer: David Blonski
Dev Ops Lead: Rick Mason
Lead Tester: Damien Rochon

Arcade Unit Fabrication: wonderMakr
President & Chief Innovation Officer: Mark Stewart
Chief Creative Technologist: Garrett Reynolds
Manager, Creative Technology: Jonathan Warren
Jr. Creative Technologist: Alec Mulder
Director, Digital Development: Chris Fairhurst
Technical Producer: Al Macrae
Senior Producer: Rasheed Hussain

Game Music: SNDWRx Ltd
Music Creative Director: Didier Tovel
Executive Producer: Alison Lawee
Engineer: Stephen Cullen

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