Toddlers take to 'the streets’ in Danone’s rapping ad promoting its online Toddlebox platform, which aims to educate parents the little-known facts about the best nutritional advice for young children
Chemistry worked with production company Piranha Bar to bring to life the concept of #YOTO (You Only Toddle Once). With nutritional aims in mind, the rap is delivered by the Toddlebox Crew's frontman (in reality, talented twins), nicknamed the ‘slim-baby'.
The track is produced, naturally, by Def Pram Records. The campaign hopes to drive viewers to Danone's new online resource in Ireland and help parents make the most of the 'Toddlehood' stage of life.
Richard Chaney, director at Piranha Bar, said: “Herding cats has nothing on shooting a dozen lively toddlers under three. The term ‘choreography’ could be very loosely used to describe the fun we had playing out scenes that brought the song’s lyrics and chorus to life.
“In post [production] we then made the baby appear to sing by animating all but the hero baby's eyes. Various combinations of 3D and 2D animation was used depending on the requirement of each shot. Achieving a convincing natural look to the singer was all down to our meticulous lighting and compositing artists.”
The TVC is currently live in Ireland.
Creative Director: Emmet Wright
Deputy Creative Director: Robert Boyle
Art Director: Edel Quinn
Copywriter: Laura Fitzgerald & Kathryn Murphy
Agency Producer: Fiona McGarry
Client Service Director: Dee Gunning
Planning Director: Sinead Cosgrove
Senior Account Manager: Mags O’Reilly
Account Executive: Orla Kennedy
Production Company: Piranha Bar
Director: Richard Chaney
Producer: Doireann de Buitléar
Editing: Jamie Fitzpatrick & Damien McDonnell Andrew Teggin
Lead 3D: Sam Boyd
Additional 3D: Cormac Kelly
3D Animators: Sam Boyd & Mark Shaw
2D Animation: Jack Bowler & Mark Shaw
Compositing & Finish: Pedro Santos & Arron Inglis
Music: Dunk Murphy
Grading: Gary Curran @ Outerlimits