Cannes Lions
TBWA\HUNT\LASCARIS, Johannesburg / TIGER BRANDS / 2018
Overview
Entries
Credits
Description
Our data-driven campaign used factual insect data (collected with help from renowned entomologist Prof. Marcus Byrne) to build creepy lifelike insects out of their specific habitats and diets. Each insect was meticulously crafted to express the types of things it consumed in and around your home.
Execution
After many consultations with Prof. Marcus Byrne, each insect was individually planned out to perfectly matched their physical traits as well as habitats and diets. These were then sketched out and matched against potential objects that would help us to create perfect replicates.
The entire process from consultation to completion to create the 6 insects was approximately 3 months.
The ant, from salivating on sugar to picking up the dirt and dog hairs on its march was made from:
Cola Gummy Words
Pet hair and dirt
Chocolate Donut
Gumball covered in hair
Chewy candy
Lollipop in dirt
The cockroach, siphoning up all the disgusting dropped morsels around your kitchen was made from:
Dried twigs
Moldy teabags
Chicken Bones
Rotten leaves
Banana peel
Moldy croissant
The fishmoth, living in the darkest corners of your kitchen and feeding off your unclean rot was made from:
Old paper soaked in dishwater
Assorted plumbing pipes
Rags
Electrical cable housing
Mop ends
The fly, finding the decomposed particles across your home and having a feast was made from:
Fertiliser
Spinace stem
Dried prunes
Moldy chicken pie
Brie cheese
Rotten meatball
Moldy lettuce
The mosquito, traveling his way from the garden to drool in your blood was made from:
Rotten twigs soaked in fake blood
Mud wrapped river sludge
Rotten leaves
Dried reeds
Old roots wrapped in plant material
And the flea, hiding in crevices of your couch waiting for you, its next happy meal was made from:
Old fabric soaked in fake blood
Couch stuffing
Fur from a dead rat
Dirty old carpet
Old flour bag
Each of the insects was meticulously crafted using elements that comprised of their day-to-day existent.
All in all, ensuring that these ghastly creatures were as real as they were revolting.
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