Oscar-winning animation studio Aardman Animation, in collaboration with Ogilvy, is embracing a new form of animation and product demonstration with innovative content for Unilever’s laundry brand Persil. Audiences were treated to a unique kind of animation entitled “Monster Stains,” that launched in cinemas and online this week to praise Persil’s stain removal power in a narrative-based manner.
To accomplish this, Ogilvy came up with the innovative idea of creating a stop-frame animation using school shirts as the canvas and tough stains as the paint. Aardman was selected as the perfect partner for this project given due to its history as a leader in animation techniques. They created a unique color palette using 28 common household stains, including everything from gravy and jam to grass and chocolate ice cream.
It took 10 artists and nearly three months to complete the 60 seconds of animation within the 2 ½-minute short. Each frame of animation was painted on a clean shirt, which was then photographed before the shirt was washed with Persil, dried, ironed and stain-painted all over again a total of 2, 576 times.
“At Aardman we have a history of embracing big challenges and when Ogilvy came to us with such an interesting project, we jumped in with both feet,” said Aardman creative director Merlin Crossingham. “The finished spots are playful stories with delightful characters, created in a truly unique way and we hope you enjoy them.”
James Hayhurst, Brand Equity Director at Unilever commented, “These entertaining films bring a whole new slant to the traditional laundry product demo and the idea that where there's a stain, there's a story. The characters capture the fun-loving spirit of the Dirt Is Good brand philosophy and the short form content is a perfect way to connect with our consumers on their mobile devices and in the e-commerce environment.”
Kobe Media, an international production company, produced, shot and edited all of the live action elements in the film. The monster characters also appear in a series of five shorter pieces that will be used across social media and eCommerce.