This is not just an advertising with a message, but also one about our personal choices. “Brita” , the producer of water filters, wants to remind us of how much sugar is in just one can of soda? Exactly nine.
With Matthias Zentner as the director and two master-sugar-cube-sculptors from Nord Ireland: Mark Revels & Brendan Jamison, Brita created a gigantic city in the shape of an human being made completely with real sugar cubes. The exact amount of cubes was 221,314 used in a 3 weeks work, and this is also the exact amount of sugar one person drinks in a lifetime by consuming only one soda can per day!
In a step-by-step filming process, clever angles and swaying moves, the city grows and grows, expanding to an almost 10 meter long human silhouette, which was pre-build as a 3D sculpture first, before it became a real sugar-man-city.
The whitish pureness in the imminent presence of increasing sugar cubes, the perception of the white evil is stimulated by special thumbnail cameras, stop-trick animation, motion control moves and light animation over an average day spam.
With so many people taking water for granted, as it is so simple and, in our society, available everywhere, now there is definitely something to think about. Thus the commercial is more likely build up in the narrative like a PSA, only in the end the mission statement finds its advertising equivalent.
Drink more water, filtered by Brita.