The Drum Awards Festival - Extended Deadline

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Date: Mar 2016
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Genius Gluten Free, the number one bakery brand within the free-from category in Britain, is to become the first gluten-free brand to advertise in UK cinema, with the launch of its “Animals” advertising campaign.

Live from February and running for a period of five weeks, the adverts, which first aired in May 2015 as part of an exclusively digital campaign, will return to target over one million cinema goers, driving awareness of Genius Gluten Free.

The advert, created in association with adam&eveDDB and directors Kyra Buschor & Constantin Paeplow, features three uncomfortable looking, animated characters - a duck, a hedgehog and a robin - designed to highlight the side-effects, such as bloating, often experienced by those with gluten-intolerance.

The end frame heroes Genius as a solution to help prevent the problems caused by coeliac disease or gluten sensitivity, allowing consumers to continue to enjoy delicious tasting bakery products.


Chief Creative Officer: Ben Priest

Executive Creative Director: Ben Tollet, Richard Brim

Creative Director: Aidan McClure, Laurent Simon

Additional Credits: Planner: Elaine Miller

Media Agency: the7stars

Media Planner: Daniela Jannings

Production Company: Passion Pictures

Director: Kyra Buschor, Constantin Paeplow

Editor: Passion Pictures

Sound Design: Nami Strack

Post Production: Framestore

Audio Post Production: Factory Studios