GPY&R and Mighty Nice present ‘The Mighty Artline’ campaign featuring fire-breathing lions
Artline’s pens are mightier than most. And who needs swords when you can have fire-breathing lions. George Patterson Y&R Sydney has launched a campaign for new client Pelikan Artline having been awarded the account in late 2010. Working with creatives Dave Joubert and Bart Pawlak at GPY&R, Mighty Nice created a TVC that captures the fun that can be had with a range of Artline pens.
Julian Watt, Executive Creative Director at GPY&R Sydney, said, “The world is going through a creative revolution, where people of all shapes and sizes are able to express themselves and rightclick-share it with the world. Artline is that everyday marker that’s making a lot of this happen. The campaign creates a context for people to appreciate how good these pens and markers are.”
Using animation house Mighty Nice, (owned by Darren Price, who worked on the Honda Grrr campaign as Head of 3D while at Nexus Production, London, as well as numerous other well-known animation spots), the creative re-enforces Artline’s heritage and position as the quality pen and marker of choice.
Whilst only one hand is seen drawing all the pics in the ad, eachenvironment, such as the Ecopen amongst the clouds, flowers and a lake,and that of the Clix pen with it’s fun, quirky high school doodles werecrafted by different illustrators. We Buy Your Kids, Karl Kwasny, &Gred Petchkovsky, Alex Grigg and Toby Pedersen all animated andillustrated different sections, bringing it to life and blending it alltogether seamlessly with traditional animation.
“Working alongside GPY&R for the first few weeks of the new yearhas been a great experience. Creating animation quickly requires acertain amount of faith from all involved, especially when it’s alittle loose and imaginative as in this spot. Support from Artline andGPY&R helped make this spot interesting to make, and fun to watch,” said Darren Price – Director at Mighty Nice.
CREDITS
Client: Artline
Agency: George Patterson Y&R
ECD: Julian Watt
Creative Director: David Joubert
Copywriter: Bart Pawlak
Agency Producer: Honae MacNeill
Director: Darren Price
Production Company Producer: Fi Patterson
Lead Animators: Toby Pederson, Alex Grigg
Footage & VFX: Nelson Alves
AFX: Hung Tran
Illustrations: WBYK, Karl Kwasny, Toby Pederen, Greg Petchkovsky
Hand Model: Softly Dunstan
Audio House: Nylon Studios
Composer: Oli Chang
10 Comments
Pretty.
Pretty but no idea.
Are you serious Anonymous? It seems pretty clear to me, and quite effective. Each piece is drawn using a different artline pen showing all the different outcomes. A simple idea, shows the product in an innovative way. Works for me.
Loves it.
If you want to check out some great animation that puts this in the shade check this out:
http://fora.tv/2010/05/06/Jeremy_Rifkin_The_Empathic_Civilization_Animated
What kind of wet positioning/end line is the mighty artline?
weak weak weak!
I hate range ads. Good answer to what would have been a terrible brief.
Mightily disappointing.
They should draw a line under this utter rubbish.
@2:15 & 12:15
The pen is mightier than the sword therefore ‘Artline’ is represented visually by ‘Art-lions’.
Call Art Lions an idea? is just a very poor pun that the writer and art director got a little giggle out of and still has no relevance to the stuff that went before it