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By The Drum Team, Editorial

August 17, 2012 | 2 min read

A new television campaign devised by UK creative brand agency, The Collaborators, sees the Green Giant given a 21st century makeover using both live action and digital animation techniques.

The adverts, due to air from 20 August, aim to reintroduce the Green Giant to a new audience. The adverts feature a young boy, bored and unimpressed by vegetables, until a can of Green Giant sweet corn rolls out of his mother’s shopping bag and transports him into an animated green valley where he discovers the Green Giant.

Ed Culf, marketing director at Green Giant, commented: “This is an exciting time for the Green Giant brand and we want to ensure that we are attracting core, lapsed and new consumers.

“The Green Giant character is central to our campaign and synonymous with this family brand and our new TV creative brings him even closer to our consumers through enhanced digital technology.”

As lead creative agency, The Collaborators worked closely with UK and French client teams, production partners, A Large Evil Corporation, for animation, Bare Films for live action, and independent producers, TV Shaw, to deliver the project.

Managing director at The Collaborators, Jayne Lilly, added that as the “Green Giant is one of the best-loved advertising icons of all time, our challenge was to bring him back for a new generation, with more expression and personality than ever before.”

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