The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Globes Apart
Agency FCB / Toronto + Grayson Music Group / Toronto + Someplace Nice / Toronto + Stoopid Buddy Studios / Toronto
Category
Craft / Animation
Annual ID
OS22_DE051B
About the Work
Due to the pandemic, Air Canada has struggled to maintain a positive emotional connection with its mass audience, losing top of mind consideration.
To remedy this, Air Canada tapped into the universally shared experiences and emotions felt over the course of the pandemic to create a story of the power of love, and the power of believing during the magic of the holidays.
To tell the story, Air Canada combined two mediums – live action and stop-motion animation. Through live action, we were able to ground the story in our target’s imagination. Through stop-animation, Air Canada was able to tell a big story on a small scale.
Our main characters were central to the story. We wanted to represent two unique cultures through the actions of believable and lovable characters, from very different walks of life.
First, starting in 2D, we sketched out our lead characters and environments, developing the visual language and colour treatment.
With our character shapes finalized, we used 3D printers to print our heroes at the right scale, then molded them in flexible silicone rubber, with a posable armature on the inside.
To create the environments, we developed multiple small-scale stages for each of the key moments of the story.
Over a period of six days, we animated each shot, with each second of action taking an hour to complete. Three animators worked in different sets simultaneously, each pose and progression was carefully planned and tested, to make sure that the characters, environments, and actions all delivered the desired emotion.
Finally, using 2D animation, we were able to apply facial reactions to depict joy, humor, embarrassment, flirtation, sadness, and then, ultimately, pure happiness.
Using these techniques, we were able to create a seamless world that felt larger than life and connected and engaged with our audience.
To remedy this, Air Canada tapped into the universally shared experiences and emotions felt over the course of the pandemic to create a story of the power of love, and the power of believing during the magic of the holidays.
To tell the story, Air Canada combined two mediums – live action and stop-motion animation. Through live action, we were able to ground the story in our target’s imagination. Through stop-animation, Air Canada was able to tell a big story on a small scale.
Our main characters were central to the story. We wanted to represent two unique cultures through the actions of believable and lovable characters, from very different walks of life.
First, starting in 2D, we sketched out our lead characters and environments, developing the visual language and colour treatment.
With our character shapes finalized, we used 3D printers to print our heroes at the right scale, then molded them in flexible silicone rubber, with a posable armature on the inside.
To create the environments, we developed multiple small-scale stages for each of the key moments of the story.
Over a period of six days, we animated each shot, with each second of action taking an hour to complete. Three animators worked in different sets simultaneously, each pose and progression was carefully planned and tested, to make sure that the characters, environments, and actions all delivered the desired emotion.
Finally, using 2D animation, we were able to apply facial reactions to depict joy, humor, embarrassment, flirtation, sadness, and then, ultimately, pure happiness.
Using these techniques, we were able to create a seamless world that felt larger than life and connected and engaged with our audience.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
FCB / Toronto
Client / Brand
Air Canada / Toronto
Production Company
Someplace Nice / Toronto
Stoopid Buddy Studios / Toronto
Music / Sound Production Company
Grayson Music Group / Toronto
Art Director
Mary MacLeod
Copywriter
Patrick Gravel
Chief Creative Officer
Nancy Crimi-Lamanna
Director of Photography
Kristoffer Bonnell
Editor
Michael Barker
Executive Producer
Danielle Araiche
Estelle Weir
Kristina Kristina Anzlinger
Kelly McCluskey
Producer
Phil Eddolls
Account Executive
Nikki Tasos
Account Supervisor
Chris Flynn
Assistant Editor
Cam Anderson
Associate Creative Director
Marty Hoefkes
Michael Morelli
Line Producer
Adam McCloy
Audio director
Mark Domitric
Audio engineer
Brian Bernard
Chris Masson
Casting
Jigsaw Casting / Toronto
Colour
Hardave Grewal
Content Marketing Manager
Maude Cadieux
Director, Brand Strategy & Content Marketing
John Xydous
Editing House
Outsider Editorial / Toronto
Live Action Director
Sean McBride
Manager, Content Marketing
Annie Couture
Media Services Coordinator
Kevin MacInnis
Project Lead
Justine Guilin
Senior Producer
Adriana Laborde
Stop Motion Director & Director of Photography
Evan DeRushie
Vice President, Brand
Andy Shibata
VP, Strategy
Shelagh Hartford
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