Aardgas KVBG, Natural Gas: Softest heat
An ad campaign completely knitted. “How to make the invisible visible?” That was the question we asked ourselves when we were conceiving the new ad campaign for Natural Gas, our new client. Based on the client brief, the idea of “the softest of warmth’s” quickly became obvious. Now we just had to find a way to make this visible and touchable. We decided to materialize the softest of warmth’s delivered by Natural Gas, by a very natural and soft fabric: wool. The 35” film tells a very simple story: it shows the moment early in the morning, where a cold house starts to warm up and this way bringing comfort to its inhabitants. The soft warmth spreads around the house and hence we see wool being spread around pipes, radiators, floors, stairs, walls and other objects. Even the hot water is transformed into soft and silky wool. The film was produced in “stop motion”: all elements were completely covered in wool and then deconstructed (de-knitted ?) to be filmed image by image. The result is quite surprising, even poetic. And the feeling of softness and warmth of Natural Gas is very well present. You can watch the making of the commercial here.
Advertising Agency: TBWA\Brussels, Belgium
Creative Director: Jan Macken
Creation: Michael Mikiels, Eric Maerschalck
Account: Christine Robie
TV Producer: Mieke Vandewalle, Laurent Van Ausloos
Production Company: Lovo
Director: Olivier Babinet
Producer: Bert Brulez
D.O.P.: Frank Van den Eeden
Music: Etienne Charry
43 Comments
excellent!!!! beautiful effects... one of the best TVC's ever... thumbs up TBWA!!
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Love it
Alexander Bickov - Freelance web designer | Twitter | Facebook | Creative ideas
Fantastic. It's beautyful!
Wow...that's sweet.
Beautiful. The mood is perfect.
Great! but gaz is still expensive... ;-)
beautiful!!
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Alexandre Brito
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i like it
Wonderfully crafted ad......makes you feel cosy just looking at it...nice music too.
This is beautiful. Good job!
wow this is really beautiful
Love it!!!! A real piece of art! But the claim is very general. What makes the heat of Naturel Gas softer than the heat of Essent?
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Cannes material.
Good Work
nothing beats great production. mabrook guys
love it
This was great, excellent transfer to make the soft warmth visual. As michelangelo said, great production. Would have been interesting to see a hairless-cat that became cute and fuzzy as the warmth spread.
Beautiful! Makes me feel better, thanks!
oooo this is really nice
mrckais
Great idea ! How long to do this ? Ouch !
I really liked it... the effects are great
Jazz G.
i like it!
Wow, this is a production!
Beautiful!!!
Gorgeous, and really smart. I had no idea gas was "the softest heat" or what that even means. But after seeing this ad, I totally get it. That's what our job is all about.
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Casey Boccia
Carton Donofrio Partners
Beautiful. Line doesn't work...what is soft heat?....you're showing soft. I think you mean makes your home feel cozy.
Video is very good.
Thank you for sharing.
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Monkey does super somersault from treee hops into pond and sings monkey song!!!!!!!!!!!!! Soooooo beautifull!!!!!!!!!!!!!
amaaazzzingggggly awesome execution. expensive. but worth it!!!!!! :D
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What a job! How cute, cozy and amazing. Congratulations for the Silver Lion!
Beautiful, makes me feel happy
holy gondry....
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Fantastic! Love it so much
love to watch it over and over again
Different and perfect.
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it's so cute and warm~~
nicee
It WOW me!!! excellent execution!!!
like the water from shower the best!!!!!!! :-))))))
excellent...
Love the execution!
gives a real nice warm feeling! well executed.
Lindooooooooooooooow!!!! yo le daba ORO!!!! :D
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