In 2017 JWT commissioned us again for Asisa's annual TV campaign. Following last year's style, the brand gives health advice to the audience: "Sleep one more hour"  This year relating the few hours of sleep and the problems derived from this habit. 

The challenge was to evolve the visual language of the previous year. Starting from minimalism and the use of a color palette (only six colors) to create a world full of details and a little more sophisticated.

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NARRATIVE →

☺︎ A very catchy song and illustrations with a lot of conceptual charges. The narrative of the ads navigates between the problems derived from lack of sleep: in the heart, the brain, and overweight. The main commercial unites the first three and narrates a complete day in the life of a couple. Highlighting the moments where it is important to sleep more.

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After a wonderful collaboration last year with Magoz, this year we team up with Xoana Herrera, an Argentine illustrator based in Los Angeles, who works with major international studios such as Buck TV. Her work is fluid, with very soft shapes. She mixes the masses of color and fine lines with which she breaks the perspective and generates different points of attention.

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ANIMATION →

☺︎ The animation process was done by combining 2D and 3D cameras. The characters were rotoscoped into traditional animation to maintain the fluidity of 3D and the more handcrafted look. Some guidelines were established so that the animation was as realistic as possible towards a more adult style of the final result. 

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ZZZZZZZZZ — ASISA SLEEP ONE MORE HOUR —ZZZZZZZZZ — ASISA SLEEP ONE MORE HOUR —ZZZZZZZZZ — ASISA SLEEP ONE MORE HOUR —
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The campaign had a very good reception and many medium passes. Like at the end of the great fictional series, the Madrid-Barça match or New Year's Eve.

Credits

☺︎ Agency → JWT SPAIN ☺︎ Creative Direction → Nacho Rojo & Nacho Herranz ☺︎ Production → Pablo García & Lupe Perales ☺︎ Client → Asisa

☺︎ St—Coppel → Design & Film direction ☺︎ Nuria Grajal → Producer ☺︎ Xoana Herrera → Illustration ☺︎ Maaambo → Animation & Composition ☺︎ Peter Cobo y Sergio Tomasa → Composition ☺︎ Javier Ara, Pedro Alpera, Asis Merino, Alberto Sanchez & Rubén Animator → Character Animation ☺︎ Jorge Liquete → Storyboard

☺︎ Melania → Voice Over ☺︎ La Panadería → Mix Effects ☺︎ Pablo Parsser & OEO → Music

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ARCHIVE DATE

 002897—2017