Albert Heijn - 2D Animation for TV commercial

Primetime TV-Advertisement for Albert Heijn's Christmas campaign

This winter our studio was, together with De Kwekerij, responsible for Albert Heijn's Christmas advertisement. And the briefing was a pretty unique, but a fun one; product choreography. How does a happy-go-lucky bag of Lay's Oven Baked Crunchy Biscuits™ dance?
We did the 2D animation, motion graphics, character animation, some illustration and the motion design. This prime-time commercial ran on national television during the Christmas period. Simultaneously, the social variations ran on all of Albert Heijn's social media channels.

Promo Video , Commercial , Advertisement , Charity , Animation
Character Design , Motion , Advertisement , Albert Heijn , 2D Animation

Albert Heijn had an extra generous promotion this year. Their 1+1+1 campaign meant that when you bought 1 item, you got 1 for free and 1 was donated to the Belgian Food Banks. So the concept of the advertisement was to have each product dance in their little triplet groups. They made a bespoke song (in Dutch!) with a Christmassy instrumental for this 40 second video.
For the animation, we used After Effects and a plug-in called Rubber Hose - specifically made to control the limbs on the characters. The illustration style was a bit tactile, to give a cosy, homely feel - since the concept of the campaign was all about charity and sharing.
Check out an x-ray of the animation file below.

Sketches , Line art , Illustration , Animation , Commercial , Charity
Commercial , Charity , Advertisement , Promo Video , Motion Design Studio

Deliverables

40s Commercial for AH's television campaign

Credits

CLIENT: Albert Heijn
PRODUCTION: Mortierbrigade
ART DIRECTION & DESIGN: De Kwekerij
DESIGN, ILLUSTRATION, MOTION DESIGN: Manpaard