The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Client: Habito
Date: Sep 2018
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
20 votes

Habito doesn’t hold back with arresting animation that, with the help of 100 evil dead hands, humorously illustrates that you ‘don’t have to go through hell to get a mortgage.’

Juxtaposing the 'hellish' confusion, cost, time and stress generally associated with mortgage applications, with its 'heavenly' easier experience, the pioneering online mortgage broker wishes to capitalise on the general dread that engulfs consumers when they need to apply.

In the gory animation, made by agency Uncommon, we meet our protagonist at the beginning of his mortgage journey.

As the mortgage application unfolds into a never ending application form covered in graphs and unenticing text, our guy is presently whammed in the face by a body-less hand, that is not too dissimilar from Thing in the Addams family – though certainly less courteous.

The animation then accelerates into pace, with an army of hands mugging our mortgage man for all he’s worth. Coins, cash, even his gold tooth, the hands become increasingly sinister, robbing him of his spine, and eventually his soul.

Most people’s vision of hell.

The heavily dramatized animation works to capture mortgage stress, and exemplify how Habito can ease consumers to ‘homeowner heaven.’

Credits

Client: Habito

Agency: Uncommon Creative Studio

Executive Creative Director: Sam Walker

Creative: Nina Beyers and Tom Espezel

Producer: Jennifer Grant

Head of Production: James Turnham

Business Director: Matt Hennell

Planner: Charlie Palmer

Production Company/Animation Studio: Strange Beast

Director: Andy Baker

Design: Serge Seidlitz

Producer: Matt Saxton

Sound Studio: Wave Studios

Sound Designer: Parv Thind

Print illustrator: Jimbo Phillips

Media agency: Goodstuff