Motion / Bulmers ‘Bulmers Noº17′
With a Victorian-era inspired theme, this cross-platform campaign required on all facets of production for TV, outdoor, interactive and social media. The digital campaign ran in conjunction with consumer-based experience activities. The campaign is aimed at giving consumers the ultimate cider drinking experience through a series of through-the-line marketing events, supporting the new product launch. The campaign invites UK consumers to experiment through a variety of experiential, digital and print engagement initiatives, hubbed through a bespoke Facebook page (www.facebook.com/bulmersuk).
TJ embraced an extensive character and concept development stage, our creative director working closely with the Exposure team to maximise the potential. In order to make the campaign a success, it was important that Taylor James capture the overall feel of the campaign, which was heavily influenced by science and laboratories in the Victorian era. Materials such as brass, copper, and traditional machining techniques such as milling, were created in CGI to give a realistic feel to this stylised creative.
Credits
Client | Bulmers
Agency | Exposure
Creative Direction | Taylor James
CGI & Post | Taylor James
Extras
-
Step by Steps
-
Wireframe
-
Interactive
-
Behind the Scenes
Blog Post
Download Wallpaper
'Behind the scenes'
To launch the new Bulmers No17 cider, with crushed red berries and lime, a multi-million pound campaign strategy was devised by integrated agency, Exposure, and Taylor James was asked to produce assets for print, interactive and TV release. The launch of this innovative cross-platform campaign for the brand’s newest edition of cider coincided with the lead-up to the summer festival season, giving its range a contemporary look and cementing Bulmers Irish Cider’s UK market position.
The concept behind the campaign was to give consumers the ultimate cider drinking experience, through a series of interactive social experiments and events. Each image- or animation-based experiment plays on an individual theme and the data collected from various summer events is to be streamed live, driving viewers to a hub of digital content on Bulmers UK’s site.
CHALLENGE/
It was crucial that each of the designs made were flexible in both its functionality on the website and also how it fitted within a modular web structure, which would be running in conjunction with the events around the UK. To aid this, a ‘Kit of Parts’ was created of the various connectors and stands that could plug together to build and adapt each experiment as required. The character design process was also an integral part of achieving the overall look for the brief; the Bulmer’s ‘Sociologists’ had to be styled and have the same wardrobe as their real-life counterparts hosting the summer events and activities. All of which would help build more of a connection for their core audience and inject more fun into the campaign.
PRODUCTION SOLUTION/
The entire campaign was created in CGI, and followed an advanced pipeline which allowed the team to simultaneously share common assets and run multiple deliveries in parallel in order to meet the tight press schedules. Our CGI lead Marc Austin, said:
“The challenge for the campaign was to develop lighting and rendering technique that allowed each ‘experiment’ to change and evolve after the lighting and look had been signed off. Using a rigorous pre-lighting set-up, which was used to test all the common materials and configurations, we were able to easily slot each new experiment into our pipeline and keep them feeling as if they were lit and considered at the same time.”
Using CGI to re-purpose assets is always a cost effective method for our clients, keeping a consistent quality with great flexibility and ensuring a cohesive brand styling across the whole campaign. From our initial concept art, we were able to show the client a clear vision as to the detail of each design, colour palettes and mood boards for the look development. From there, the production followed our unique RealWorld Rendering™ workflow, guiding the client through the CGI process, from sculpting and modelling, texturing and lighting to final compositing and colour grading to achieve the finished results.
RESULT/
The final project encompassed 4 scenes and multiple variations, carefully designed and built to be presented at optimal quality across print, interactive and broadcast media, supporting this extensive multi-platform campaign.
A downloadable app was also created, which has a pub and event finder, like the Experimenter’s Stage at Chavasse Park, Liverpool, where new bands, dance groups and comedy acts will showcase their talents. Audiences were encouraged to vote for these online and via the app and winners invited to perform at the Brighton event. Activities ran all summer, culminating at the “Bulmer’s Garden v.1” on London’s South Bank, which invited the public into a bespoke summer fun space.
To get involved in the experiment and the ongoing integrated campaign, visit www.bulmers.co.uk or follow them on Facebook
