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Slogan Story

A poetic film from TV2 to thank advertisers for making commercials.

Fig.01. — Subtle and smooth

i. Project Background
This commercial is part of a campaign for Norwegian television channel TV2 to thank advertisers for continuing to make and send commercials during Covid. Thereby keeping many industries in work through tough times.

Fig.02. — Chocolate?

Fig.03. — Cheese?

Client:
TV2 / Heisholdt

Product:
Commercial

Year:
2021

Design, direction, animation, illustration:

Joseph Hodgson

Sound Design:
Ekko Agency

Designed @:
Racecar

Awards:
Nominated as Best Commercial at the Visuelt Design Competition

ii. Process & Result
This final instalment in TV2’s thank you campaign is pieced together from payoffs and slogans from real commercials. It aims to thank advertisers who have supported the industry during and throughout challenging times, and tell a visual story hinting to the brands and advertisers whose words form part of TV2’s history.

I pulled everything together into a cohesive, intriguing visual style to help thread these disparate taglines into a thoughtfully choreographed and unified vision.

iii. Praise for TV2’s ‘Thank You’

“Viewers are invited to engage by recognizing all the references, giving the film strong replay value. Beautifully executed within a calm, stripped-down visual world that turns slogans into poetry.”
— Visuelt Jury

Fig.04. — With love, from TV2

Fig.05. — Guiding light

Fig.06. — The post office

Fig.07. — Newspaper Dagbladet

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