Case study
Aldi Sponsors The Great British Bake Off
Client: Aldi UK
Agency: McCann Manchester
The campaign
The integrated agency McCann Manchester approached us to handle all post-production duties for Aldi’s 2021 Great British Bake Off (GBBO) TV commercial. After successfully sponsoring GBBO the year before, Aldi wanted its ad to burst with the familiar energy and relentless fun we’ve all come to love from this supermarket.
Inspired by our CGI advert for tombola, McCann Manchester trusted us to improve the look and animation of Aldi’s original gingerbread characters. Our team also introduced new characters into the mix to create a more animated storyline.
What we did
The client had full 3D gingerbread character models ready from the previous commercial, so our animators looked at retexturing and relighting the characters to appear more realistic. Using McCann’s designs, we also built a new character, a loveable chocolate dog, in 3D software to help bring the pup to life.
McCann created a storyboard of how the characters and the world they lived in would take place. This directed our team to animate, render and composite the characters into the supplied background plates. The only thing left was to clean and grade the background plates so the accompanying products and food looked good enough to eat on TV.
The Results
Building on last year’s success, our team delivered six highly polished TV idents that capture this gingerbread family’s loveable charm, where calamity appears at every turn. Staying true to Aldi’s light-hearted brand persona, these idents caught the hearts of GBBO viewers, totalling an impressive 11.5 million people every week. What a sweet treat!
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