2024 Winner
BronzeDirection
BronzeMusic
MeritEditing
Tangerine
"Jumping Through Hoops"
Rethink
"Jumping Through Hoops"
Rethink
Rethink’s campaign for Tangerine presented a dystopian world where people navigate through literal and metaphorical hoops that symbolize life’s complexities. The spot showcases individuals trudging through a gray, monotonous existence until one character breaks free, climbing above the obstacles to find simplicity through the online bank’s services. Music was critical when it came to setting the tone, conveying the monotony and repetitiveness, and supporting the film’s dystopian environment. Lyrics were limited to only two words, blended to create a repetitive melody.
Overall, the collaboration between music and visual effects underlined the commercial’s message of the need to reimagine banking norms. Targeting a younger demographic, the “Hoops” campaign employed a full-funnel approach, with a 90-second video for owned channels, a 30-second version for TV and cut-downs
for digital and social platforms.
Overall, the collaboration between music and visual effects underlined the commercial’s message of the need to reimagine banking norms. Targeting a younger demographic, the “Hoops” campaign employed a full-funnel approach, with a 90-second video for owned channels, a 30-second version for TV and cut-downs
for digital and social platforms.
Credits
Agency: Rethink IdeasGlobal CCO: Aaron Starkman
ACD: Max Bingham
ACD: Brendan Scullion
Agency Producer: Lauren Sloan
Production: OPC Production
Director: Nick Ball
DP: Daniel Landin
Editing House: Nimiopere Film Editorial
Editor: Graham Chisholm
Assistant Editor: Griffin Stobbs
VFX: ArtJail
Color: Color Collective