Vital Baby
Breaking complex information down into a 100 second animation.
Industry
Retail
Location
Welwyn Garden City
Involvement
Brand development
Concepting
Storyboarding
Animation
Voiceover & SFX
Video production
Overview
Vital Baby designs and develops innovative parenting solutions that make the world brighter – for both babies and the planet. They needed our help to create a sub brand and communicate how their new eco technology, EarthSmart, will revolutionise plastic waste.
The need
EarthSmart is a technology that makes plastic biodegradable. Vital Baby required an animation to explain the lifecycle of a product from shelf to recycled or biodegraded, telling the story of their new EarthSmart product range, and their benefits, launched at Kind + Jugend in Cologne, Germany via our sister agency Ignition.
Our challenge
We had 100 seconds to ensure we could get the key information across, not only translating the complex and EarthSmart technology into simple, yet beautiful messaging but also highlight the problems we face in terms of recycling, plastic pollution and the limitations of current biodegradable solutions.
of plastic produced between 1950-2015 went straight to landfill, 30% was still in use, 8% was incinerated & 6-7% was recycled
million tonnes of plastic waste is produced around the world
of plastic waste ends up in our oceans - while that doesn't seem like a lot, that's between 1-2 million tonnes
years is how long it takes a product made with EarthSmart technology to biodegrade by at least 90%*
Biodegradable plastic
*according to calculations based on independent testing to ASTM D5511 & ISO 15985, which show degradation of over 90%.
The concept
In close collaboration with Vital Baby’s Brand Manager and CEO, we aimed refine the main brand logo and create a new EarthSmart brand identity. We then took key information points and translated them, developing a narration script and animation storyboard for the explainer video.
Our solution
Wit the styling decided for both brands, we crafted an illustrative style for the animation that was simple yet fun, harnessing the potential of the new EarthSmart brand, resulting in an animated story that can be used across all media touch points.
The results
Our bespoke animation delighted the Vital Baby team and was well received by their audience at K&J 2024. The feedback not only internally, but also from PR, Trade, Retailers and Consumers has been nothing but positive… So much so, that Vital Baby will be working with Tiny Spark in the future to produce animations and other digital collateral in the future.
With Tiny Spark, you’ll get big agency expertise, with small agency care...the perfect combination.
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