Issued by: Rex Creative


The new Juice.co.za online portal offers downloading of music, mobile tones, games for mobiles, colour backgrounds, sport and lifestyles for cellphones, PVAs, MP3 players and computer. Aimed at the youth market between 13 and 26, Network BBDO was briefed to develop cinema, television and retail television adverts for Juice. The agency has a long history of working with Rex on synergistic design projects and collaborated with the team to deliver on the illustration and animation component of the campaign.

“The campaign Network BBDO had conceived centred around the creation of eight different fantasy-based ‘worlds', each of which would be paired with a particular music track available for download on the Juice.co.za portal. Rex was briefed to create these worlds using illustration and animation applications that border on the experimental,” explains Olivier Schildt, Rex co-founder.

The company used a combination of its own designers and best-of-breed external illustrators, who delivered the different elements of each of the ‘worlds'. “The various elements and ingredients came to us in a flat two-dimensional format from the illustrators and we then had the task of using 3D animation and 2 D compositing to bring the worlds to life,” says Schildt.

The various ‘worlds' seamlessly transitions from one to the next as each music track changes in the advert. “Clever use of the images enabled us to create a vortex-like link that transports the viewer from one world to the next,” he adds.

The full 60-second cinema advert opens with a generic King Kong-style cityscape and moves quickly into Night Time Disco World, created by Erika Koutny. The viewer is transported through the mouth of a dancing monster into Stomach Acid World (also Koutny's creation), where one of the animated character pulls a plug that ‘washes' the viewer through to Stripyland, produced by Matthys Esterhuysen and Oliver White (Rex). This world rolls up and then rapidly unrolls, shooting the viewer into space, which was illustrated by Nic Grobler. Flying off a planet, we land inside a pinball machine, created by Love & Hate, and are shot through the Game Over slot into Ree Treweek's Organic Planet and Rocket scene. The advert then loops back to the city space opener and the Juice.co.za logo.

As Schildt explains, “Rex always knew that unconventional, original and non-formulaic art was going to be the key to a success end-product, so we specifically sourced illustrators who had a unique and specific style. Using a combination of our own and external talent helped to ensure the creation of completely diverse worlds that would deliver a different visual experience to the viewer, but that were also generic enough to be paired with a range of music tracks.”

The Cell C Juice campaign is currently being flighted in cinemas, on television and in retail stores countrywide.


About Rex
Rex offers sophisticated creativity and skilful design application in a broad range of media. The interventions created by Rex, deliver differentiation and efficiency to brands from a variety of industry sectors. Ceaseless passion for the discipline of design, conviction for what creativity can achieve and a spirit of true partnership defines the Rex way.

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[27 Jun 2008 17:01]

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