Cannes Lions

Dot

COLENSO BBDO, Auckland / SPARK / 2019

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Overview

Entries

Credits

Overview

Idea

SMS now plays a huge part in how we now relate to each other. We have all felt the angst of waiting on a reply to an offer from the heart. The distraction that ensues as we constantly check our phone for a reply is a modern phenomenon.

Made specially for viewing on our most intimate screen – our phone, Dot is a love story for the mobile age. At its’ heart, it’s one of the world’s oldest stories. It’s about new love and the agony that can come from not knowing another’s feelings.

Creating empathy from a savvy social platform viewer for a little character, using only graphic elements that appear in SMS was a challenge. But as with all love stories, the ending is well worth the watch.

Execution

This is the story of a little grey dot, living in a little grey world.

Using every cliché in romantic movie history, we show our dot struggling with unrequited love. We see him wandering distracted and alone through town. Nothing he does works out – he skims a stone, but it hits a duck. He sits alone on a seesaw. Even the birds are in pairs.

At home he eats popcorn and watches romantic movies, before he lies in bed unable to sleep. Dawn comes and he heads to work.

We see the little dot take his position within the jumping dots of a text message thread. We pull wide and see the message the dots are waiting for a reply to: Wanna hang out? The little dots dance for a moment longer before the message arrives: Sure!

The music kicks into a celebratory chorus.

Little can be huge.

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