Not To Scale Brings Quirky Animation to AMV's Nutmeg Campaign
Not To Scale and Matthias Hoegg worked alongside AMV BBDO to create a multi platform campaign for online investment management company Nutmeg entitled 'Just Nutmeg It'. The campaign which includes big print coverage on the London Underground and a 30 second ad builds on the recognisable style and unique quirky humour of the Xtranormal automated videos – the online platform that allows internet users to create animated videos using text-to-video technology. The film is driven by a dialogue between two characters, one enjoying the simplicity and convenience of investing with Nutmeg, the other battling with the daily chores that come with other types of investment.
The humour of the film comes from the contrast between the emotionally charged lines and their deadpan delivery. Visually the 3D style builds on the charming simplicity and slightly low fi charm of the automated videos which results in a slightly rigid animation style of a 3D world. “The challenge was to keep the charming low fi simplicity of the original with all the high tech tools at our disposal - Less is more - When it came to animating we went through several incarnations, that would become less and less animated every time, taking back some of the shots to a simple well timed blink,” says Matthias Hoegg.
“The creative inspiration for our first TV ad campaign was driven by our desire to showcase Nutmeg as the smart new way to invest,” said Chief Revenue Officer Martin Stead. “In an industry that is renowned for being complex, expensive, opaque and intimidating, we are very different, and our stand-out advertising style demonstrates this.”
The 30-second TV campaign will air from 22nd February to 5th April on Channel 4 and ITV London regions and on video-on-demand (VOD) and Pre-Roll. It will also be available on Nutmeg’s YouTube channel, and on social media.
