British grocer Waitrose on Sunday launched #HomeforChristmas, a holiday ad that follows a robin—apparently the U.K.'s favorite bird—trying to make it home to those he loves.
The voyage is based on the actual migration of Scandinavian robins. Created by adam&eveDDB, Rogue Films and The Mill, our heroic robin crosses mountains and seas, narrowly missing the claws of a predator, before arriving at a dish that a young girl has set out for him.
Waiting there is a Waitrose mince pie and the robin's companion.
Even if you're not a member of the Audubon Society, the feathered hero's story may resonate. It's been a rough year for many, with an epically contentious ending. If you've felt dragged through the cobblestones, this bird has too: A couple of near-death experiences make this trip feel like a Herculean, once-in-a-lifetime accomplishment.
"Coming home is a central theme at Christmas when welcoming, hosting and providing a special meal for loved ones at the heart of celebrations," says marketing director Rupert Thomas of Waitrose.
"Sharing the best possible food and drink with family and friends is one of the great joys of the festive period, and we hope that the determination of our robin resonates with viewers as they follow his journey back to where he belongs. It's a story of love, courage and the importance of enjoyment with family and friends."
The ad is buttressed by music from Icelandic composer Jóhann Jóhannsson, who adapted his track "Cambridge, 1963" from The Theory of Everything. A 90-second version launched yesterday, during the X Factor results show.
The robin itself was brought to life with the magic of CG, which sounds a bit trite, given all the work that went into it.
"Working with specialists in robin behavior helped us with our detailed observation of the classic behaviors of the robin," explains creative director Jorge Montiel of The Mill. "The way robins move, their size and their lack of facial expressions meant that the bird's personality had to be evoked almost entirely through its body language. Every little breath, heartbeat, twitch had to be present, and in time, allowing this tiny creature to take center stage among the dramatic landscapes behind him."
"Building on our previous knowledge of feather work, we knew that creating a photo-real robin was going to be our most demanding bird job to date," adds Adam Droy, The Mill's lead 3-D artist. "With that in mind, we went about crafting a bespoke feather tool that would allow us to create such accurate feather simulations, down to the micro details such as how many barbs a feather has, how soft they feel and how each feather reacts to the light."
TV versions of the ads will run for the next six weeks, in addition to social media support, a cinema presence (in 3-D, even!), VOD and digital display takeovers. A game, created by Manning Gottlieb OMD, will also give social viewers the chance to engage with the robin's homeward journey.
"We're really proud of this plucky little fella and his plight to get home for Christmas," concludes executive creative director Richard Brim of adam&eveDDB. "It's a warming story that speaks to the spirit of togetherness in the festive season and the joy of just coming home to where you belong. It feels like a great way to wrap up a great year for Waitrose."
CREDITS
Project Title: "Coming Home"
Client: Joanne Massey, Senior Marketing Manager; Libby Langridge, Marketing Manager; James Ward, Marketing Manager
Chief Creative Officer: Ben Priest
Executive Creative Directors: Ben Tollett, Richard Brim
Copywriter: John Long
Art Director: Matt Gay
Agency TV Producer: Jack Bayley
Head of Design: Alex Fairman,
Designers: Paul Reddington, Marek Charytonowicz, Andrew Murray
Agency Digital Producer: Jenny Smart
Planner: Dom Boyd
Managing Director: Tammy Einav
Business Director: Victoria Day
Account Director: Oliver Jones
Account Manager: Sarah Gregory
Media Agency: Manning Gottlieb OMD
Head of Strategy: Paddy Adams
Deputy Head of Retail: Kirstine Newton
Account Director: Rebecca Dorfman
Account Executive: Leila Amrabadi
Media Planner: David Ellis
TV Production Company: Rogue Films
Director: Sam Brown
Production Company Producer: James Howland
Executive Producer: Charlie Crompton
Editing Company: Trim
Editor: Paul Hardcastle
Assistant Editor: Edward Hanbury
Visual Effects, Design: The Mill
Executive Producer: Alex Fitzgerald
Producer: Tom Manton
Creative Director: Jonathan Westley (Wes)
Shoot Supervisor: Hitesh Patel
Head of Animation: Jorge Montiel
Lead 3-D Artist: Adam Droy
3-D Artists: Andreas Graichen, Hugo Jackson, James Mulholland, Adrian Meyer, Amaan Akram, Andrew Bartholomew, Ashley Tilley, Aziz Kocanaogullari, Finlay Crowther, Luca Cantani, Margaux Huneau, Matthew Kavanagh, Michael O'Donoghue, Nick Smalley, Will Burdett, Alain Thay, Jasmine Ghoreishi, Alberto Lara, Philip Maddock, Matt Evans, Paul Donnellan, Sergio Xisto, Sebastian Braende, Antonio Filippin, Kieran Ashley Russell, Ian Potsos
2-D Lead Artists: Jonathan Westley (Wes), Gary Driver
2-D Artists: Milo Paterson, Nina Mosand, Grant Connor
Online: Adam Maynard, James Pratt, David Toba
R&D: Craig Davies
Design: Aurelien Ronceray, Cameron Johnson
Concept: Jimmy Kiddell
Color: The Mill
Colorist: Seamus O'Kane
Music Supervision: Leland Music
Music Supervisors: Abi Leland, Ed Bailie
Soundtrack Composer: Jóhann Jóhannsson
Sound Design, Mix: Jon Clarke, Anthony Moore
Audio Producer: Ryan Smith
Sound Company: Factory
Digital Production Company: Banner Boys