Galaxy : Thought Train by AMV BBDO & BBDO New York

Client: Galaxy
Date: Sep 2017
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The Drum Creative Awards Logo

The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution

Mars Chocolate’s Galaxy has sealed the coffin of its resurrected advertising star, Audrey Hepburn, choosing instead to feature a ‘modern day heroine’ in its first global campaign since 2013.

‘Thought Train’ is a trippy film that follows the Shakespearean actress and poet Jade Anouka as she makes her way through a locomotive full of surprise twists and turns. The journey begins as a mundane commute, but once Anouka spots a blue bird resting on her smartphone she’s taken on a topsy turvy voyage.

When she lands back in her seat and into reality, she puts her phone aside and instead chooses to snap off a chunk of Galaxy chocolate.

Tapping into the current trend for mindfulness, the spot co-created by AMV BBDO and BBDO New York aims to encourage modern women to set aside distracting technologies and to-do lists and make time to embrace pleasure; the blue bird that begins Anouka’s journey, for instance, is meant to be representation of Twitter and its never-ending stream of updates.

Credits

Creative Agency:

AMV BBDO/BBDO NY

Creative Director:

Rosie Arnold, Melinda Kanipe and Mandy Hoveyda, (Freelance Global Creative Director)

Creative Partners:

Mike Crowe & Rob Messeter

Creative Officers:

David Lubars – Global CCO

Greg Hahn – US CCO

Agency Planner:

Emily Harlock , Michael Case & James Miller

Agency Account Manager:

UK:

Katy Talikowska – Managing Partner

James Drummond – Board Account Director

Natasha Hoban – Account Director

Abderrahim Hafiz – Account Manager

US:

Susannah Keller – EVP, Global Account Director

Ashley Gill – Account Director

Melissa Higgins – Account Executive

Agency Producer:

Trish Russell and Felicity Bamber

Production Company Executive Producer:

James Sorton

Media Agency:

Zenith

Media Planner:

Mediacom

Production Company:

Pulse

Director:

Sam Pilling

Production Co. Producer:

Arlene McGann

Post-production Company:

Framestore

Sound Studio:

Sam Ashwell and Jake Ashwell @ 750mph

Editing Company:

Ellie Johnson @ Speade