The feedback from ICM on our most recent efforts was surprising in that one of the ideas they initially didn't seem too fussed on (the Hovis ultrasound 'Something Good Inside'/'Born and Bread' viral) was the idea they have now deemed the strongest. Yesterday we gathered our thoughts on the concept and came up with the basic narrative for the viral. We decided that tomorrow (today!) we would produce a short video. So today, while Jimmy and Claire worked on the dubbed dialogue and finding suitable footage for the lady going in for the scan, I got to work on the ultrasound visuals. I tried my best to make the bread appear to be beating/pulsating. Keep in mind we only had one day to make this so don't be too harsh on the production values.
The response from ICM was that they liked our idea, although they felt it would be better applied to a 'family' brand like Warburtons, having the lady introduced as 'Mrs Warburton'. I'm not certain this would work as the concept behind the viral was subtly combining some of Hovis's past slogans, but the files have now been sent to ICM at their request, so perhaps they will develop it further.
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