2024 Winner

Rethink’s “Jumping Through Hoops” 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, while 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 younger demographics comfortable with digital banking, the campaign used 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

Chief Creative Officer: Aaron Starkman, Mike Dubrick
Chief Strategy Officer: Sean McDonald
Creative Director: Randy Stein
Art Director: Max Bingham
Copywriter: Brendan Scullion
Group Strategy Director: Crystal Sales
Broadcast Producer: Lauren Sloan, Steph Walker-Wells, Nadya MacNeil
Production Company: OPC / MJZ
EP: Isil Gilderdale
Line Producer: Max Brook
Director: Nick Ball
DoP: Daniel Landin
Editing: Nimiopere
Editor: Graham Chisholm
Assistant Editor: Griffin Stobbs
Partner/Executive Producer: Julie Axell
Colour Facility: Color Collective
Colourist: Alex Bickel
Executive Producer: Claudia Guevara
Finishing Facility: Artjail
VFX Supervisor/Creative Director: Steve Mottershead
Head of 2D/Partner: Andres Kirejew
Head of 3D/Partner: Gene Dresser
Executive Producer: Bobbi Dedman
Senior Strategist: Derek Mollenhauer
Group Business Lead: Amanda Dornan
Group Account Director: Scott Millson, Shar Khursigara
Account Director: Megan Christopher
Account Manager: Yuvan Duraibabu
PR Lead: Meredith Montgomery
French Adaptations: Karine Doucet, Edith Cayer
Sound Design: Stare Crazy
CD & Producer: Jonathan Dreyfus
Sound Design Engineer: Daniel Müller
Audio House: Vapor Music
Audio Producer: Kat Stewart
Audio Creative Director: Ted Rosnick

Sismica Studio
COO / VFX Producer: Asdrúbal Rivera
VFX Producer / Production coordinator: Hector Vargas
VFX Supervisor / Compositing: Miquel de Hoyos
Post-production Technical Supervisor: Oliver De Dante
3D Supervisor / Compositing: Jorge Granados
3D Artist: Kevin Cruz

Client:
President & CEO: Gillian Riley
Chief Marketing Officer: Nicole German
Vice President, Head of Global Brand: John Rocco
Director of Brand: Brittany Wilson
Director, Head of Communications and ESG: Jaime Shulman
Director, Head of Growth & Performance Marketing: Matthew Bennett

Media: PHD Media
Manager, Planning: Riley Dawson
Assistant, Planning: Zeynep Soydan