The One Show
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Category
Animation / Single
Annual ID
OS23_MI102M
About the Work
When Louie, a charismatic toy unicorn with questionable magical abilities (Will Arnett), is accidentally delivered to the wrong gift shop in a strange country, a forgotten Kangaroo souvenir called Ruby (Rose Bryne) seizes the opportunity to befriend him and escape her dusty top shelf to see the sights she’s always dreamt of.
G’day is a timely tale for wanderers, wayfarers and dreamers; a call to adventure for those who are yearning for one, and a reminder to others that there are still extraordinary moments to be shared in - even where you may have already looked.
The Australian tourism industry has rarely been as hindered as it was during the COVID-19 pandemic, making G’day an important re-invitation for international travellers looking for an adventure. The film builds its foundation on both immediately recognisable aspects of Australia’s environment and culture, but also demonstrates more nuanced elements of craft.
Every character was developed from scratch, with careful attention to every aspect of their design. Form, material, and texture went through numerous iterations to ensure that Roo and Louie felt distinct and tangible.
Specular details like fur length, seaming and synthetic sheen were particularly important to the director. These characters were not just objects - but toys you'd expect to see in a real gift store.
This vision also informed the photorealistic component of each character. For a film designed to showcase Australia’s beauty, it was important that both characters felt embedded within that world - complementing the landscape rather than drawing attention away from it.
This philosophy also applied to the animation; each movement had to feel idiosyncratic yet realistic - especially in the case of Roo, who had to function like a real Kangaroo yet interact with the world on a far smaller scale.
Advertising campaigns of this scale and importance rarely come about - especially those that stand alone as an entertaining film in their own right, and also rejuvenate a tourism industry fractured by a global pandemic. G’day is an entertainment piece championed by a client that doesn’t just love Australia, but understands what it takes to motivate the world to reconnect with the Australian landscape.
G’day is a timely tale for wanderers, wayfarers and dreamers; a call to adventure for those who are yearning for one, and a reminder to others that there are still extraordinary moments to be shared in - even where you may have already looked.
The Australian tourism industry has rarely been as hindered as it was during the COVID-19 pandemic, making G’day an important re-invitation for international travellers looking for an adventure. The film builds its foundation on both immediately recognisable aspects of Australia’s environment and culture, but also demonstrates more nuanced elements of craft.
Every character was developed from scratch, with careful attention to every aspect of their design. Form, material, and texture went through numerous iterations to ensure that Roo and Louie felt distinct and tangible.
Specular details like fur length, seaming and synthetic sheen were particularly important to the director. These characters were not just objects - but toys you'd expect to see in a real gift store.
This vision also informed the photorealistic component of each character. For a film designed to showcase Australia’s beauty, it was important that both characters felt embedded within that world - complementing the landscape rather than drawing attention away from it.
This philosophy also applied to the animation; each movement had to feel idiosyncratic yet realistic - especially in the case of Roo, who had to function like a real Kangaroo yet interact with the world on a far smaller scale.
Advertising campaigns of this scale and importance rarely come about - especially those that stand alone as an entertaining film in their own right, and also rejuvenate a tourism industry fractured by a global pandemic. G’day is an entertainment piece championed by a client that doesn’t just love Australia, but understands what it takes to motivate the world to reconnect with the Australian landscape.
2023 Awards
Total Points: 3
Merit
Credits
Agency
M&C Saatchi / Sydney
Production Company
Finch / Sydney
Post Production Company
The Editors / Sydney
Platige / Warsaw
Chief Creative Officer
Cam Blackley
Chief Marketing Officer
Susan Coghill
Creative Director
Sam Dickson
Cameron Bell
Chris Cheeseman
Rosita Rawnsley-Mason
Director of Photography
Matt Toll
Editor
Ryan Boucher
Executive Creative Director
Mandie Van Der Merwe
Avish Gordhan
Executive Producer
Loren Bradley
Group Creative Director
Andy Flemming
Producer
Vivienne Jaspers
Account Director
Blade Griffiths
Associate Creative Director
David Govier
Animation Director
Brian Estanislao
Chief strategy Officer
Emily Taylor
Client Services Director
Kura Tyerman-Mikhail
Composer, Producer
Amy Andersen
Jonathan Dreyfus
Editor Assistant
Harry Learoyd
Film director
Michael Gracey
General Manager, Brand, Campaign & Media
Sarah Gallon
Global Executive, Brand & Marketing
Thomas Mcmanus
Global Manager, Brand & Marketing
Samantha Heckendorf
Group Account Director
Nikki Chapman
Group Strategy Director
Vanessa Graham
Head of Advocacy & Production
Minta Burn
Head of Broadcast
Loren August
Head of Resource Management
Jo Giles
Managing director
Michael McEwan
Corey Esse
Phillipa Harrison
Managing Partner
Vanessa Boueyres
Second Unit Director
Christopher Nelius
Senior TV Producer
Christina Wilmot
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