Emotions are the key of compelling stories and powerful storytelling. When Hasan & Partners approached director Guy Aslan from Great Guns for a new Lambi spot, they knew the director loves to work with emotions – and it paid off with a fantastical spot. In more than one sense.
Set in a mystical forest, the new spot for Lambi follows a young woman who discovers 'natural softness' as it explores nature, eventually stumbling upon the iconic lamb which has been such a strong mascot for the sustainable household brand.
For this Behind the Idea, we are learning more about the processes behind such a bold and inspiring project. Plus some interesting and funny stories straight from the set!
What was the brief?
The brief was based on a simple premise; "Lambi is Natural Softness."
How did the initial pitch/brainstorming phase go?
I was contacted by Hasan & Partners via my local rep in Stockholm. At that point, they were looking at a few directors and they asked me if I would be interested. We got on a Zoom call that week and talked a bit more about the project. The vibe was definitely there and I really liked the idea, so I said yes and then went on to write the treatment.
The brainstorming phase, in regards to the idea, was already done by the ad agency and client before I was brought in. They were interested in how I would interpret their vision and that’s what I did - I hope!
Tell us more about the concept. How did it come to life, and why was it the right choice?
At its core, the concept was to bring Lambi as a tissue brand closer to a top-of-mind lifestyle choice. It came to life when we focused on the idea of the baby lamb - an image that’s been associated with the brand for a long time. We just needed an imaginative approach, which helped us combine this image with underlying emotional attributes.
To me personally, trying to tell a story based on emotions is always the right choice. It’s a universal language that is easily understood.
What was the production process like? What was the biggest challenge?
Once we had most of the pre-production out of the way it was traveling to beautiful Helsinki and quarantining in a hotel for two weeks prior to the shoot. However, it was a well needed time to plan and prepare for production anyway; location and talent scouting, e-meetings with the D.O.P, the 3D guys at Fable to discuss the Lamb, the art department, stylist, hair and makeup artist etc - all amazing people by the way.
I think in the end, all the preparation led to a non-stressful, fun and care-free feel during the shoot, which I feel is reflected in the final film. Of course, working on location, one is always at the mercy of nature, so you need to think on your feet when weather shifts, or when the wind picks up and fog changes direction. But the idea is to try to minimise as many moving parts as possible so you can keep focus on the story you’re trying to portray.
What is one funny or notable thing that happened during the production of the campaign?
I think working with CGI on set tends to sometimes bring a laughter to those who aren’t familiar with this process. It does however lighten up the atmosphere for everyone. Having a crew member running up and down a trail with a giant Christmas ball in one hand (used for light mapping), a candy floss resembling the lamb in the other, and a colour chart taped to his back, is a wild image to swallow even in the wildest of woods.
What’s the main message of the campaign and why does it matter?
The main message of the campaign was that Lambi products offer natural softness - demonstrated by the lamb that’s discovered in the forest. This message ties into a number of important emotional attributes associated with Lambi such as caring for nature and sustainability - concepts that will help bring the brand closer to a top-of-mind lifestyle choice.
What is one unique aspect of the campaign?
I think the client was quite brave to go in a more creative and purposeful direction. Big up to Hasan & Partners and the marketing dept at Lambi.
How long did it take from inception to delivery?
About 3 months.
What do you hope it achieves for the brand?
Further brand recognition.
Credit list for the campaign?
Agency: hasan & partners
Exec.prod: Marc Stevenson
Producer: Östis Österlund
Agency Creative: Pauline Korp
Director: Guy Aslan (represented by Great Guns)
DOP: Tuomo Virtanen
Gaffer: Jani Pinomaa
Set Design: Ville Tervonen
Stylist: Claudia Cifu
Make Up: Kira Muesa
SFX: KFX Oy
3D Lamb: Anders Freij, FABLEfx
3D Packshot: FLC Oy & Grims Oy
Editor: Antony Bentley
Color Grading: Timo Luoma, Post Control
Online: Petri Riikonen, Post Control
Sound Design: Aksu Soini, El Camino
Composer: Erik Arvinder