BLUNT showcases ‘Engineering Joy’ in new global brand campaign via Thinkerbell Aotearoa
BLUNT has launched its first global brand work with an eye-catching and intricately choreographed film via Thinkerbell Aotearoa.
Says Regan Grafton, chief tinker, Thinkerbell NZ: “We were tasked with capturing the engineered joy of a BLUNT, and we believe this does just that.”
The film was captured in just one-shot via drone, and stars award winning New Zealand dance company, Identity Dance Company. Produced with Reel Factory and directed by Dan Max, Grafton said it took ‘meticulous planning and collaboration from everyone involved to get it just right.’
The music was also composed locally by Goodboy Music and has utilised BLUNT umbrellas to build the track’s percussion.
Says Fee Cortis, head of marketing for BLUNT: “It has been such a thrill to create this magical work with the Thinkerbell team. We couldn’t be happier with the final product, and the response from our customers has been great.”
In a unique twist, dynamic 15s edits in which the dancers come together to spell out the chance of rain specific to each viewer’s location, are currently being served across all markets. Cortis said, “We know that weather triggered ads generate spikes for us, so we love that we have been able to take this to a new level with in-ad personalisation.”
Adds Grafton: “It’s a cool mix of science, tech and art from the creation through to the media execution with this ultra-personalised element. Much like a BLUNT!”
The work is now live across NZ, Australia, UK and USA via Meta, Google and at bluntumbrellas.com. View the full 60s clip on BLUNT’s instagram, here.
Client: BLUNT Umbrellas
Creative Agency: Thinkerbell Aotearoa
Production Company: Reel Factory
Director: Dan (Maxy) Max
Choreography: Josh Cesan, Identity Dance Company
Music composition: Goodboy Music
VFX: Leon Senf
21 Comments
Very cool. Great choreography.
I love scripts involving dancing. I print at least one off every week.
like stuff. Nice
Well done, Thinkerbell. Engineering joy is a stretch though. It feels like strategically they are drinking their own kool aid too hard. They might be the joyous version of umbrellas but wtf do umbrellas have to do with joy?
can umbrellas be joyful? wow!
work
Using umbrellas as pixels is super cool, wish more of the spot was like the end. Dancing at the front might not have been necessary.
https://www.youtube.com/watch?v=u1ZB_rGFyeU
Ouch.
Shot Maxy! x
Not often you have the entire project sorted when one person goes ‘hey, let’s google that OK Go video and just rip that off’.
Totally, here’s the real ‘joy’ for anyone interested: https://www.youtube.com/watch?v=u1ZB_rGFyeU. We’re so worried that ai is going to rip off artists when we’ve been doing it for years.
I love Blunt as a brand, but this video with no credit saying where they got the inspiration from saddens me. And yes, I second your comment regarding AI 🙁
…of brands who copy Ok Go!
Berocca: https://www.scotsman.com/news/those-who-can-create-those-who-cant-copy-2479573
Apple: https://www.bloomberg.com/news/articles/2014-09-09/ok-go-apple-ripped-off-our-video-for-the-iphone-6-event
…I guess some credit is due?
Usually when these comments accuse an agency of ripping off another campaign or creative project it’s a bit of a stretch and if we’re being fair the accused ad is more of an homage than a rip-off. This on the other hand. Wow. The whole concept, much of the choreography, even the stylistic choice of leaving the marking tape on the ground rather than editing out in post. It feels beat for beat. What’s crazy is that they ripped it off but made it feel smaller.
Weird all around.
It’s a great idea for Blunt and it’s done well, derived or not. There are no rules.
@naturallyasaconartist
‘Derived or not’: YOU DO NOT STEAL
‘There are no rules’: Says plagiarism masquerading as an anarchist as it commits daylight robbery.
@naturally: Seriously are you 15?
So if we apply the rule you do not steal where does this ad fit?
https://www.youtube.com/watch?v=_ve4M4UsJQo
Where did that ad steal from?
https://www.youtube.com/watch?v=-Lm48xH6PaY
They stole from the board game Mousetrap, Chitty Chitty Bang Bang, and an art film apparently.
https://en.m.wikipedia.org/wiki/Cog_(advertisement)
I don’t think the point was made…try again!