To communicate the special offer in a more engaging and memorable way, the two products were positioned as 'falling in love', which brought in a leftfield way of communicating this special offer.
What was required was for the positioning of the two ideal products to fall in love in order to communicate that, for the viewer, the two were meant to be bought and consumed together.
To bring the products to life and to get them to fall in love with each other, Tequila approached animation hotshop Masters & Savant.
Says Masters & Savant creative director Roger Smythe, "The concept really demanded that animation be brought into action, as this was something that live action could never achieve. The result was a fully animated commercial, where the products looked as real as the actual product, and the viewer was captivated into a commercial that looked as though the real product was actually alive."
Due to the effective treatment of the products into an animated format, viewers were not doubt left asking, "How on Earth did they do that?"
Says Smythe, "We utilised photorealist 3D for the products to show them off as best as possible, and blended in design elements to illustrate the agency's concept of falling in love. Offering two creative treatments on the proposed concept, we were overjoyed that the agency went for the braver option, to which the client agreed."
"The slick 3D and designed treatment lifted the commercials from potentially being boring retail images into something that enhanced the Sasol Delight!™ brand above its competitors. This is a prime example of how animation is being used as a cost effective and engaging way to drive sales."
As for Tequila and Sasol, they were delighted with the end result - no pun intended.
