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TURNING KIDS INTO
MINI DIRECTORS
PROJECT: Craft Camera Action
CLIENT: BIG W
AGENCY: M&C Saatchi
ECD: Avish Gordhan & Mandie van der Merwe
CREATIVE DIRECTOR: Brendan Donnelly
ART DIRECTOR: Sam Rowlands
COPYWRITER: Rubini Gun
STOP MOTION / CLAYMATION: Sam Rowlands
MOTION: Etienne Ancelet
PRODUCTION: Zebra
ARTICLES:
CAMPAIGN BRIEF
The school holidays are hardly a holiday for parents. It’s stressful and quite a lot of effort to think of new activities to constantly entertain the kids.
And worst still is being hit with a last-minute lockdown and not having anywhere to go.
The Challenge
Family time is in a battle with screens, and it’s losing. Parents and kids often don't even interact with one another because they're each glued to their own phones. Big W wanted to find a way to turn this time together into quality time together.
Rather than blame phones for the lack of quality family time, we decided to embrace devices. So, we created Craft, Camera, Action - an interactive digital tool that turns a kid's real-life craft project into the hero of their very own movie.
Craft Camera Action Scenery_ Eastcoast_CockatooV1
Craft Camera Action Scenery_ Eastcoast_CockatooV2
Craft Camera Action Scenery_ Eastcoast_Cockatoo
Craft Camera Action Scenery_ Eastcoast_CockatooV1
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