INTEGRATED // Lego Cl!ck> Manifesting that lightbulb moment when great ideas strike, Pereira & O’Dell’s CL!CK campaign for Lego celebrates the limitless ideas the colored bricks epitomize. On the CL!CK hub site users can read blog posts, upload their own stories and photos, and get tips on inventiveness. An iPhone app lets users snap their illuminating moments and then recreates them as Lego versions. The photos can then be shared on the site and, naturally, social networks. MJZ’s Blue Source meanwhile created a charmingly eccentric stop-motion short, encapsulating that Archimedes-in-a-bathtub moment. 

Agency: Pereira & O’Dell, San Francisco
Chief Creative Officer: PJ Pereira
Executive Creative Director: Kash Sree
ACD/Art Director: Jason Apaliski
ACD/Copywriter: Jaime Robinson
Director of Production: Jeff Ferro
Agency Producers: Sara Krider, Kelsie Van Deman
Production Company: MJZ, Los Angeles
Director: Blue Source, Eric Stern
Executive Producer: David Zander
Line Producer: Mark Hall
DP: Alex Martinez
Editor: Damion Clayton, Rock Paper Scissors
VFX: a52
Music: Siblings Music
Composer: Mario Grigorov
Sound Design: Beacon Street Studios
Sound Mixer: Jeff Fuller, Eleven Sound
URL: www.legoclick.com

TV/FILM // ORANGINA RED “BLOODY”> Continuing to put the sex back into soft drink brand Orangina, the wickedly entertaining Fred & Farid get all S&M for new addition Orangina Red. “Bloody” is as simple as it is racy: in a circus ring backed by the sort of techno heard at seedy strip joints, a cowering business-type submissively disrobes at the command of a bikini-clad, whip-wielding dominatrix panther. The CG feline is slinky and the suited victim genuinely looks hapless, sweaty and scared. In all, dark, dirty and devilishly funny – just don’t expect to see it gracing US television anytime soon. 

Agency: Fred & Farid, Paris
Creative Director: Fred & Farid
Creatives: Frederic Raillard, Farid Mokart, Florian Bodet, Laurent Leccia, Thomas Raillard
Agency Producer : Alexandra Marik
Post-Production : The Mill
Prodco: Satellite My Love, Paris
Director : Martin Bourboulon
Audio Production : Hotline

TV/FILM // NEW ZEALAND BOOK COUNCIL “GOING WEST”> Maurice Gee’s classic tale “Going West” leaps off the page, literally, in a gorgeously-crafted spot for the New Zealand Book Council. As a VO reads a passage about a train journey, so the book itself becomes a 3D paper landscape, with words transforming into quirky buildings and filigree-fine trees sculpted from the paper itself. Muted train sounds and acoustic trickery help build a mysterious tone and put the viewer squarely on a carriage through the story, while the painstaking detail and whimsy of the craft breathes magic into the execution. Talk about a pop-up book. 

Agency: Colenso BBDO, Auckland
Stop-frame animation: Andersen M Studio, London
Design and Animation: Line Andersen, Andersen M Studio
Photography and Lighting: Martin Andersen, Andersen M Studio
Sound Design: Mikkel H Eriksen, Instrument Studio

DIGITAL // MCDONALD’S PANDORAROVR> McDonald’s has piggybacked onto monster hit Avatar with a smarter-than-your-average  movie tie-in. Users hunt around three Pandora Quests on the McDonald’s site, which unlock a reconnaissance vehicle, allowing them to ride through the lush jungles of Pandora. Avatar-branded Happy Meals come with a card to activate an augmented reality app, McDVision, which puts the world in viewers’ hands. It’s an immersive and engaging experience that features extraordinary detail and rendering – mostly because AKQA used the original CG elements from the film. Now if only those stone arches on Pandora had been yellow…

Global Creative Director: Rei Inamoto
ACD: Edwin Veelo
Senior Creative: Garth Williams
Senior Copywriter: David Charles
Senior Art Director: Ian Aldous
Designer: Brad Burke
Creative Development: James de Jesus, Ray Patterson, Scott Cullum, Jason Gatt, Larry Lague, Jeremy Ruppel
Animation: Mathew Law and Mayo Tobita
Sound FX: Garth Williams and Richard Devine
Remix Gaming Engine: Multiverse
Project Manager: Barbara Alperin
URL: www.mcdonalds.com/avatar

INTEGRATED // BARNARDO’S TURN AROUND > A young girl’s spiral into abuse is reversed after intervention from Barnardo’s in BBH, London’s brilliant visual conceit for their affecting Turn Around campaign. Chris Palmer’s remarkable trick is footage that shows the victim’s descent into abuse, but when shown in reverse order shows her subsequent recovery. That’s quietly emphasized by a backing track that does the same about-face. Fellow Gorgeous director Frank Budgen meanwhile created interactive billboards, where the same girl responds to charitable donations at the bus shelter executions with a flicker of a smile. A simple, emotional campaign whose power is in a subtlety that never descends into the saccharine.