Intro
After exploring a few ideas we decided to communicate our concept through a video. A script for the project was vital to it explaining the concept to Hellmanns.
The script used a fun tone of voice with puns intended throughout. playing on 'beauty is only skin deep' in terms of wonky veg, This idea then lent itself to the direction of the video which the script would be over.
To record this we found a friend who suited the role to read our script. We booked out and recorded this within the recording studio in LAU.
Additional ideas included creating vegetables through paper stock as this could be a way to show deformed elements of the vegetables. Another idea explored but not followed through was to spray paint fruit and veg to symbolize them as waste.
Additional ideas included creating vegetables through paper stock as this could be a way to show deformed elements of the vegetables. Another idea explored but not followed through was to spray paint fruit and veg to symbolize them as waste.
Visual Research
Script
Introducing .... Hellman's #withwonky, a nationwide tour proving to food lovers that despite not being the hottest of the harvest, wonky fruit and veg tastes just as great.
Hellmann's are on the side of food, no matter how lumpy, bumpy or blemished because we believe it's what's on the inside that counts.
Over 7 million tonnes of food gets thrown away before even reaching the supermarket based on how it looks despite being a 10/10 on the inside. We aim to change all that.
We'll be touring the UK, around music festivals, freshers fairs and city centres near you with our wonky food van, making delicious meals out of the discarded veg that no-one else would give a chance, to prove that it's not the jacket it's the 'tater and that beauty is only peel deep.
As well as being able to track the van online you'll be able to see how many tonnes of wonky veg we have saved from going to landfill. Any leftover food will be donated to the salvation army to ensure that not a single scrap is wasted.
Once you're a wonky veg covert you'll be left hungry for more, therefore we've teamed up with supermarkets nationwide to provide a Hellman's voucher for our delicious range of condiments with every wonky veg purchase.
Hellmann's are on the side of food, no matter how lumpy, bumpy or blemished because we believe it's what's on the inside that counts.
Over 7 million tonnes of food gets thrown away before even reaching the supermarket based on how it looks despite being a 10/10 on the inside. We aim to change all that.
We'll be touring the UK, around music festivals, freshers fairs and city centres near you with our wonky food van, making delicious meals out of the discarded veg that no-one else would give a chance, to prove that it's not the jacket it's the 'tater and that beauty is only peel deep.
As well as being able to track the van online you'll be able to see how many tonnes of wonky veg we have saved from going to landfill. Any leftover food will be donated to the salvation army to ensure that not a single scrap is wasted.
Once you're a wonky veg covert you'll be left hungry for more, therefore we've teamed up with supermarkets nationwide to provide a Hellman's voucher for our delicious range of condiments with every wonky veg purchase.
Voice Recording
For voice recording, we had to book out a recording studio and find a person to do the voice over, this required planning and organization. Next we quickly learned the software and recorded and cut down the content.
Video
For the video, we decided it would be stop-motion as this had a nice DIY feel to it. We decided to stick with the Hellmann's colors as this keeps it linked to their brand nicely.
We used a peeler to highlight the idea of beauty only being peel deep and that this fruit and veg is great on the inside. Once we had booked out a photography studio and all the extra equipment, as a team we made a plan to split the day between the four of us, me and Elliot recorded and beth and Bethan captured the stop motion.
Development
Development of the video lead to brainstorm on how we could visualize the content to match with the script, one way was to create a video completely by craft the other mixed digital and craft. We went with the latter as this allowed for the most creative space around editing. Beth took this role as she is a very skilled illustrator, she created a number of gifs which could fit into the video. Further development meant looking at the soundeffects and music bethan found this content and elliott edited it in.
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