Creativity

Follow a Robin's Epic Migration in Waitrose's Beautiful Christmas Spot

Campaign Will Also Include a 3D Version

By Alexandra Jardine. Published on Nov 13, 2016

Editor's Pick

Waitrose's Christmas film this year is the beautifully-filmed story of a robin making an epic migration to a British garden where a little girl waits anxiously for his arrival.

Sam Brown of Rogue Films directed the spot, in which the robin crosses mountains and the sea and escapes various predators before finally making it home to the U.K. There, he meets another robin and they feast on a mince pie from Waitrose, put out for them by the girl before she sits down to her own Christmas meal. The tagline is "At Christmas, there's nothing quite like Waitrose." It's all set to a haunting soundtrack, by Icelandic composer Johann Johannsson, adapted from his track "Cambridge, 1963" from his score from "The Theory of Everything."

Like the animals in John Lewis's Buster the Boxer spot, the robins in the ad were fully created in CGI, this time by The Mill. The journey made by the bird in the film is actually based on the migration of a Scandinavian robin, and the team worked with specialists in robin behaviour and anatomy. Jorge Montiel, creative director at The Mill, explained in a statement: "The way robins move, their size and their lack of facial expressions meant that the bird's personality had to be evoked almost enti rely through its body language. Every little breath, heartbeat, twitch had to be present, and in time; allowing this tiny creature to take centre stage amongst the dramatic landscapes behind him."

The campaign, launched on Sunday during the "X Factor," will also include a 3D version of the film, developed by Prime Focus and launching in cinemas in December, bringing to life and immersing viewers into the robin's journey, and an interactive game, developed by Manning Gottlieb OMD.

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About

Credits

Date
Nov 13, 2016
Agency:
Adam & Eve/DDB London
Client:
Waitrose

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