Boffswana

Project: Sensibles
Client: Cadbury Schweppes Australia
Agency: GPY&R

www.saveyoursensible.com

SENSIBLE NEWS FLASH!

Shortlisted in the Interactive Campaign category for a Cyber Lion at Cannes 2009
Save Your Sensible Wins “FWA - Site Of The Day” Award October 18th 2008

“The FWA is an industry recognized award program, showcasing websites who use cutting edge technology, together with inspirational ideas, that lead the way for future generations. – Rob Ford, FWA Principle ”

In 2007 The Chicago Tribute awarded www.theFWA.com first place in their World Wide Web Awards Award.  Started in 2000 the FWA is the most visited Web Award site in the world with more than 10millions visitors per year.

Congratulations to the team and all involved.

The opportunity
GPY&R came to Digital Pictures to develop an online interactive 3D character and Facebook Application for their client Cadbury Schweppes Australia. The campaign for their Spring Valley brand, involves ‘finding and meeting’ your own ‘Sensible’; a comical character that inhabits us all, is directly impacted by our lifestyle choices and exists to remind us that we occasionally need to do something good for our bodies. The aim of the site is to allow users to see and interact with their own Sensible, inform their Sensible as to what they have been up to, and then care for their Sensible.

Our challenge
To deliver the ‘Sensible’ using 3D character animation for web, TV and print utilisation.

Winning this portion of the project allowed us to also showcase our award-winning animation and sound work at iloura and Flagstaff Studio’s which meant we could provide a fantastic end-to-end solution for our client.

The results
Our interactive team at Digital Pictures developed a commercial world-first on this campaign by producing realtime 3D character animation in Flash using Papervision3D.

DPM interactive programmer Clint Hannaford explains: “We took a file format originally created for first person shooter video games from 10 years ago (id Softwares Quake 2) and used it to push real-time character animation to Flash via the Papervision3D technology. Extending on the work of the Papervision3D team and contributors such as Philippe Ajouxe, we’ve managed to create a fluid and interactive character animation engine, and combine it with some basic AI (Artificial Intelligence) to bring the Sensibles to life.”

In addition to Clint’s Flash programming, Digital Pictures Melbourne drew on expertise from across it’s businesses to also complete the animation, character sounds and post production for client GPY&R.

Flagstaff sound producer Ceri Davies commented “From a creative perspective, we got to make some really great SFX by slapping around some meat off-cuts we bought from the butcher…..mmmmm squishy…..but the best part of Sensibles from a technical point of view, was that we were able to work across three mediums (interactive site, TVC and radio) and deal with the differences in sound mixing that these formats all require”.

Iloura animator Chris Gray agreed that the unique cross format application was an interesting first, “Cool jobs like this don’t come along often and it was an exciting challenge, working on both the TVC’s and the interactive elements of a campaign that is so left of centre.”

The campaign launches across TV, web (including a clever Facebook application) and print platforms during August and September.

Credits:
Creative concept and website by George Patterson Y&R: www.gpyr.com.au
Flash Papervision 3D character engine and development by Digital Pictures Interactive: http://interactive.digitalpictures.com.au
Character modelling, animation by Iloura http://www.iloura.com.au
Sounds and voiceover by Flagstaff Studios http://www.flagstaffstudios.com.au/
Facebook application and backend systems by NextStudio: http://www.nextstudio.com.au