Sobeys Thrifty Foods
The Brief
To bring BBDO’s creative campaign for BC’s Sobeys Thrifty Foods to life. Highlighting Thrifty’s support of local products and showing where these products are sourced from. The goal was to keep the Thrifty’s fun, upbeat, and playful tone in a simple style.
This collaboration happened during the Covid-19 pandemic with our full team staying safe and working from home. Working closely with the fantastic creative minds at BBDO we were able to inject our crafted illustrative style without missing a beat due to the pandemic!
The Deliverables
12x POS, 2x Broadcast 15s TV, 4x Pre-Roll 10s
The Challenges
Some key challenges we faced during production included developing photo-realistic assets that would then be used for in-store point of sale posters. By using a 3D approach for both the products and ingredients, it allowed us to have greater control over both the art direction and animation. Our concept required the 3D products and ingredients to work together seamlessly with the 2D illustrations. The brief was perfect for our team, as it required many deliverables ranging from illustration assets to animation cut downs for social media.
The Solutions
This project allowed us to work closely with Sobeys Thrifty Foods, an amazing local food brand right here in B.C. We are super proud to represent their products, which many of them we can experience for ourselves locally in Vancouver.
The BBDO team was fantastic to work with, as they gave us complete freedom to exercise our expertise in both illustration and animation. The creative brief required our team to create four different product animation pieces with a consistent look and feel inspired by local organic farm signages. We worked with their brand assets, including the cardboard texture and logo, but thought of ways in which to make the final piece more elegant and refined and therefore help elevate the Thrifty Foods brand.
Agency: BBDO
Direction: BBDO & Linetest
Creative Direction: Hao Chen
Producer: Ashley Reid, Zoe Coleman
Art Direction: Sean Richardson
Design: Sean Richardson, Jihoo Park
Animation Direction: Duncan Patterson
Animation: Christian Rubio, Duncan Patterson,
Thiago Masci, Jose Moreno, Edgar Ferrer
Direction: BBDO & Linetest
Creative Direction: Hao Chen
Producer: Ashley Reid, Zoe Coleman
Art Direction: Sean Richardson
Design: Sean Richardson, Jihoo Park
Animation Direction: Duncan Patterson
Animation: Christian Rubio, Duncan Patterson,
Thiago Masci, Jose Moreno, Edgar Ferrer
