Wieden & Kennedy Brasil 2018-05-14

Lacta 5Star

Sometimes it takes a catastrophe to shake things up a little bit. A sweet, creamy catastrophe.That’s what happens in this series of spots we produced for Lacta’s 5Star chocolate bars. They take the viewer to a world made entirely of plain chocolate, where plain chocolate people lead their plain chocolate lives. That is, until the place is hit by a massive shower of gigantic, crunchy biscuit bits that crash through everything in their path and cause the ground to split open, releasing torrents of smooth caramel gushing through the streets.In the end we reveal that all this mayhem is taking place inside a 5Star bar. That’s where chocolate, caramel and biscuit meet to create a deliciously unexpected gustatory experience.Full of moments of pure anarchy and dark humor, these spots were done in CG animation, with the greatest care taken to reproduce the natural textures of chocolate and other ingredients. The biggest challenge was in portraying the exact look and feel of the biscuit bits: we looked at 5Star print ads for reference and ended up photographing the actual product with macro lenses, in order to capture the true essence of their crunchiness. This attention to detail ensured that everything in this world of chocolate had all the appetite appeal of the real thing.

Directors

5Star "Garage"

5Star

5Star "Ski"

5Star

5Star "Astronaut"

5Star

5Star "Scout"

5Star

5Star "Making of"

5Star

Credits

  • Agency Wieden + Kennedy
  • Executive Creative Director Renato Simões, Eduardo Lima
  • Head of Art Bruno Oppido
  • Art Director José Ferraz, Felipe Paiva
  • Copywriter Rafael Melo
  • RTV/Agency Regiani Pettinelli, Rafael Messias
  • DIrector Mateus de Paula Santos & Nando Cohen
  • Account Manager Thaís Lopes, Márcia Guimarães
  • CG Director Maurício Löbel
  • 3D Post Producer Cintia Miura
  • Animation & Rigging Coordinator Leo Cadaval
  • Storyboard & Animatic Marcos Felix Llussá, Wilson F N Panassi, Tony Soares, Chan Tong Concepts: Marcos Felix Llussá, Wilson F N Panassi, Marcelo Souto, Fernanda Oliver, Alexandre Eschenbach, Márcio Guerra
  • Modeling Bruno Saber, Lucas Lira, Guto Sposito, Marcos Smirkoff, Leonardo Rezende, Felipe Bassi, Duda Rodrigues, Natan Zuanaci
  • Textures Bruno Saber, Lucas Lira, Natan Zuanaci, Marinho Silva
  • Rigging Flávio Castello, Alexandre Cabral, Felipe Gimenes
  • 3D Animation Stephanie Kajimoto, Daniel
  • Simulation Lucas Stringhetti, Gabriel Tavolaro, Christye Lira
  • Render Marinho Silva, George Damiani  
  • Composition Maurício Löbel
  • Color Correction Letícia Blanco
  • 2D Animation Felipe Silva, Estevão Santos, Dênis Milani Adriano
  • Editor Herbert Gondo Tachibana
  • Producer Priscila Conde
  • Post Producer Clara Morelli, Michelle Vinotti, Helena Jardim
  • Making Of Andreia de Marchi