good on 'ya postbox
When Tip Top, one of Australia’s iconic brands for over 50 years, needed a TVC to promote their latest range ‘The One’, DDB and GWF turned to the production expertise of ShotBox and PostBox.
The script from DDB was beautifully simple in positioning ‘The One’ against its competitors. The production had to match – simple, clean and contemporary.A challenging table-top shoot presented the piece to be constructed in a single shot. The commercial tracked along silhouetted loaves in a line until ‘The One’ was revealed at the head of the line, fully lit in colour and full glory. The other loaves disappear behind it.
All the skills of director Tony Pepe and DP Simon Hammond were utilised in managing the timing, tracking reveal and contrasting lighting techniques. Composited shades were applied to each of the competitor loaves and a strong, selective colour grade added to help push ‘The One’ to stand out from the crowd.In a competitive FMCG category, where speed to market is critical, the campaign – from brief to Directors treatment to shoot and through post production – was all delivered and on-air in a week.
