Playing on recent uprisings aided by the prevalence of social media (e.g., Arab Spring, Occupy movements), BBH London, Director Ringan Ledwidge & The Mill help The Guardian extend the message of their transmutation from carbon to a digitally based, open-platform, crowd-sourced journal in this smart reinvention of the classic fairy tale. (Try telling this story to your kids before bedtime.)
The Guardian’s new campaign, “The Whole Picture,” recalls an earlier advert, “Points of View” (1986) and a previous retelling of the story (1996) from The Guardian’s archives. Also, check out their behind-the-scenes gallery.
Aside: As is the trend in all of news media, the storied newspaper is diving headfirst into the multimedia public pool, but one still has to question: Is the every-person really the future of big journalism? Are lifeguards necessary? NPR’s Robert Krulwich wonders this very thing, and dissects the presentation nicely. Read it here.
Credits
Client: The Guardian
Creative Agency: BBH (London)
Producer: Davud Karbassioun
Creative Director: David Kolbusz
Creatives: Matt Fitch & Mark Lewis
BBH head of strategy: Jason Gonsalves
BBH team director: Ngaio Pardon
BBH team manager: Alex Monger
BBH team assistant: Katie Burkes
Production Company: Rattling Stick
Director: Ringan Ledwidge
Producer: Chris Harrison
DoP: Franz Lustig
Editing House: Work Post
Editor: Richard Orrick
Edit Assist: Ellie McNaughtan
Post Production (Graphics + CGI effects): The Mill (London)
VFX Producer: Gemma Humphries
Shoot Supervisor: Gary Driver, Dave Fleet
2D Lead Artists: Gary Driver
3D Lead Artists: Dave Fleet
2D Artists: Adam Lambert
3D Artists: Tom Bolt, Jonathan Wood, Adam Droy, Luke Tickner, Alberto Lara, Iker De Los Mozos, Natalie Rocks, Adam Darrah
Assist: Zoe Cassey
Motion Graphics: Ivo Sousa
Colourist: Mick Vincent
Art Department: Adam Brandon
Rotoscoping: Robert Granger
Sound Design: Will Cohen & Sam Brock
Music: Phil Kay / Woodwork Music