Bank Audi: Clear all the way
By Admin I : So being a designer in the first place, seeing a local campaign basing itself on a “designed” style of animation to deliver a message changes a lot of my perceptions and assumptions talking ‘agency vs. client’. ‘Go out there’ was one of the first local campaigns depending on a stop motion technique before a whole storm of 2d animation media buzzing all around the field. Yes it worked, and Audi used the 2d paper effect in many applications and still is. Despite the fact that the technique itself is becoming somehow overused, the new approach for the house loan by Audi certifies that a design work can save a whole campaign if done properly.
Visually engaging and brilliantly executed, but somehow lacking a rhythm. the campaign is a total eye candy if speakers didn’t exist, simply because the extensive use of the voice-over compared to its length made it redundant and somehow repetitive; dudes, we know golden coins connote money, so you don’t have to say it, we can assume the presence of annoying neighbors visually without saying it again, no i mean really, the copy fails big time until it reaches the end sentence, where it “unfolds” the concept and clarifies the association with the medium, paper.
It is somehow an all time winning card: stop motion, visually similar to David Habchy’s work who has cooperated numerously with the agency, and executed the most interesting local stop motion videos for Tania Saleh for example, one of the creatives of the same agency as well.
Good job for Audi and Leo Burnett Beirut, it is indeed an engaging persuasive TVC, making up for the mess of the Audi outdoors, full of fake promises and hasty design approaches.
Until ‘design’ reigns most of your work, Cheers!