Softest heat

Agency Network: 
Published/Aired: 
March 2010

Description

An ad campaign completely knitted. “How to make the invisible visible?” That was the question we asked ourselves when we were conceiving the new ad campaign for Natural Gas, our new client. Based on the client brief, the idea of “the softest of warmth’s” quickly became obvious. Now we just had to find a way to make this visible and touchable. We decided to materialize the softest of warmth’s delivered by Natural Gas, by a very natural and soft fabric: wool. The 35” film tells a very simple story: it shows the moment early in the morning, where a cold house starts to warm up and this way bringing comfort to its inhabitants. The soft warmth spreads around the house and hence we see wool being spread around pipes, radiators, floors, stairs, walls and other objects. Even the hot water is transformed into soft and silky wool. The film was produced in “stop motion”: all elements were completely covered in wool and then deconstructed (de-knitted ?) to be filmed image by image. The result is quite surprising, even poetic. And the feeling of softness and warmth of Natural Gas is very well present. You can watch the making of the commercial here.

Film advertisement created by TBWA, Belgium for Aardgas, within the category: Industrial, Agriculture.

Advertising Agency: TBWA\Brussels, Belgium
Creative Director: Jan Macken
Creation: Michael Mikiels, Eric Maerschalck
Account: Christine Robie
TV Producer: Mieke Vandewalle, Laurent Van Ausloos
Production Company: Lovo
Director: Olivier Babinet
Producer: Bert Brulez
D.O.P.: Frank Van den Eeden
Music: Etienne Charry
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Highest Rated

LeroyChristian's picture

nicee

LeroyChristian
Activity Score 372
Other at Nanyang Academy of Fine Arts
everartz's picture

excellent!!!! beautiful effects... one of the best TVC's ever... thumbs up TBWA!!

everartz
Activity Score 7571
Art Director |

| everartz |

alexander_bickov's picture

Love it

alexander_bickov
Activity Score 3217
npravn's picture

Fantastic. It's beautyful!

npravn
Activity Score 157
Creative Director at Integral A/S
CrackerJackFlash's picture

Wow...that's sweet.

CrackerJackFlash
Activity Score 19518
Creative Director at CrackerJackFlash |

www.crackerjackflash.com

nimshady's picture

Beautiful. The mood is perfect.

nimshady
Activity Score 47
Brainsugar's picture

Great! but gaz is still expensive... ;-)

Brainsugar
Activity Score 1620
Copywriter
xcreativity's picture

beautiful!!

xcreativity
Activity Score 2356

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog |

binunk's picture

i like it

binunk
Activity Score 214
Graphic Designer at Art Director
Phil Lestino's picture

Wonderfully crafted ad......makes you feel cosy just looking at it...nice music too.

Phil Lestino
Activity Score 1654
Rabubi's picture

This is beautiful. Good job!

Rabubi
Activity Score 554
Copywriter
royschellekens's picture

Love it!!!! A real piece of art! But the claim is very general. What makes the heat of Naturel Gas softer than the heat of Essent?

royschellekens
Activity Score 378
Art Director at Art Director |

http://twitter.com/royschellekens

Hate advertising? Make better ads.

karan raghav's picture

A.M.A.Z.I.N.G.

karan raghav
Activity Score 206
Copywriter at Ogilvy delhi |

http://karanraghav.blogspot.com/

Shawali's picture

Cannes material.

Shawali
Activity Score 8408
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

michelangelo's picture

nothing beats great production. mabrook guys

michelangelo
Activity Score 656
Caprisel's picture

love it

Caprisel
Activity Score 59
Graphic Designer at NEMISA, Caxton magazines
bricard's picture

This was great, excellent transfer to make the soft warmth visual. As michelangelo said, great production. Would have been interesting to see a hairless-cat that became cute and fuzzy as the warmth spread.

bricard
Activity Score 185
Mantufayo's picture

Beautiful! Makes me feel better, thanks!

Mantufayo
Activity Score 574
Creative Director
mrckais's picture

oooo this is really nice

mrckais
Activity Score 415
Art Director |

mrckais

kikes's picture

Great idea ! How long to do this ? Ouch !

kikes
Activity Score 3
Art Director
jazzlgp's picture

I really liked it... the effects are great

jazzlgp
Activity Score 47
Copywriter at Insight Publicidad |

Jazz G.

junkkay22's picture

i like it!

junkkay22
Activity Score 4
Videographer at Thammasat University [Thailand]
silvi's picture

Wow, this is a production!

silvi
Activity Score 4134
Copywriter
Patata Casada's picture

Beautiful!!!

Patata Casada
Activity Score 114
Cursando 2º de la Licenciatura de Publicidad y RR.PP.
cboccia's picture

Gorgeous, and really smart. I had no idea gas was "the softest heat" or what that even means. But after seeing this ad, I totally get it. That's what our job is all about.

--
Casey Boccia
Carton Donofrio Partners

cboccia
Activity Score 24
Copywriter
art.vs.commerce's picture

Beautiful. Line doesn't work...what is soft heat?....you're showing soft. I think you mean makes your home feel cozy.

art.vs.commerce
Activity Score 562
Art Director
Pushkaraj Shirke's picture

Monkey does super somersault from treee hops into pond and sings monkey song!!!!!!!!!!!!! Soooooo beautifull!!!!!!!!!!!!!
amaaazzzingggggly awesome execution. expensive. but worth it!!!!!! :D

Pushkaraj Shirke
Activity Score 209
Copywriter at Asymmetrique Communications, Monkeyworks |

http://www.monkeyworks.in/

satrianee's picture

What a job! How cute, cozy and amazing. Congratulations for the Silver Lion!

satrianee
Activity Score 3734
sgre2504's picture

Beautiful, makes me feel happy

sgre2504
Activity Score 137
Art Director
sloppy4's picture
sloppy4
Activity Score 1476
LeLo's picture

Fantastic! Love it so much

LeLo
Activity Score 3
Graphic Designer
raghavendra's picture

love to watch it over and over again

raghavendra
Activity Score 224
Copywriter
brandingworthspreading's picture

Different and perfect.

brandingworthsp...
Activity Score 608
Copywriter at brandingworthspreading.com |

Blog | Twitter

ttfall's picture

it's so cute and warm~~

ttfall
Activity Score 22
Shanghai University
LeroyChristian's picture

nicee

LeroyChristian
Activity Score 372
Other at Nanyang Academy of Fine Arts
circlel's picture

It WOW me!!! excellent execution!!!

circlel
Activity Score 65
Other
circlel's picture

like the water from shower the best!!!!!!! :-))))))

circlel
Activity Score 65
Other
me tool's picture

excellent...

me tool
Activity Score 14
mujerendiagonal's picture

Love the execution!

mujerendiagonal
Activity Score 78
Art Director
shwetakarumbaiah's picture

gives a real nice warm feeling! well executed.

shwetakarumbaiah
Activity Score 13
JWT
Rastamathamba420's picture

Lindooooooooooooooow!!!! yo le daba ORO!!!! :D

Rastamathamba420
Activity Score 249
Art Director at Ogilvy & Mather Guatemala |

http://www.behance.net/panchito420

http://fcoutino.blogspot.com

Suchita Bhhatia's picture

excellent

Suchita Bhhatia
Activity Score 42
Producer/Director
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