Toronto-based Cuppa Coffee Animation has developed an extensive six-spot campaign for Fujitsu that will run on a worldwide stage.

Fujitsu approached Cuppa Coffee with the idea of appealing to smaller-sized businesses worldwide. Susan Ma, producer at Cuppa Coffee, explains the ideology behind the campaign:

"Fujitsu ultimately wants to be more than just a straight ahead ISP. They want to facilitate and help businesses grow, allowing them to market their goods on a global level by providing all the resources that wouldn't usually be available."

With the Fujitsu philosophy in hand, Cuppa Coffee began brainstorming on how to convey its essential qualities visually. Chris Morris, Cuppa creative director, explains how subtle sensibilities were addressed when shaping the first two spots.

"There should be a growth of sorts, but there is an interesting tension that we are walking; Fujitsu wanted all the ads to look similar [to each other], but they also wanted to push out slightly on a creative level."

Fujitsu allowed the experimental animation company room to bounce ideas around freely within the campaign as each spot was addressed. Adam Shaheen, Cuppa executive producer, feels Fujitsu's flexibility allows the creative juice to flow. "When we came out of the blocks doing commercials several years ago, we were given a great amount of latitude to use our design sensibilities, and we'd run with it," explains Shaheen. "But things can get tighter and constricted when people have very specific boards. The exciting thing about the Fujitsu campaign is the opportunity to tap into what we feel is right and we can [therefore] let the ideas out."

With two spots already completed and running in Japan, the remaining four ads, presently under construction, are set to run on a global scale in Japan, Germany, UK and North America.

The first spot, "One to One," has numerous cosmopolitan faces looking straight into the camera, smoothly unveiling and overlaying each other while different segments drop, peel and fade away. The piece conveys the message that Fujitsu comprehends all walks of life on an international scale. The second ad, "Service," goes one step further by mixing live-action with still imagery of ethnic faces.

WEB.FILES

Cuppa Coffee Animation> www.cuppacoffee.com

Fujitsu> www.fujitsu.com