B.O.E. 'Upstart' Billboards - Key

BOE Upstart
BoE recently decided to celebrate the entrepreneurial spirit by sponsoring Upstart, a television program that showcases young, innovative and successful business people.
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When briefed to create billboards for the sponsorship, Saatchi & Saatchi creative team of Katherine Botes and Hanlie Kriel decided to use animation to communicate how a simple idea can grow and multiply into a success story. They turned to animation studio Masters & Savant to realise their vision for the short but effective billboards.
Says the Saatchi & Saatchi team, "Our insight was that essentially, Upstart showcases people who all have one thing in common; at one point in time they had a unique (sometimes even crazy) idea that they've nurtured into a profitable business venture. Because BoE fully supports the entrepreneurial spirit, it was a simple but effective idea for BoE to progress with billboards communicating this support in a manner that would best capture the entrepreneurs attention.
"Because animation could effectively bring imagination to life (particularly the innovating imagination of an entrepreneur) we knew that we could use ideas in animation as metaphors for business ideas that can breed success. we used three concepts communicating a different idea that grow or multiply into a successful ending - namely The Seed, The Key and The Lightbulb."
Says Reto Reolon, MD of Masters & Savant Worldwide CT, "This project was particularly exciting, in many ways, the message resonated strongly with us - as a company that has developed into a strong standing through the strength of our entrepreneurial spirit.
"Simplification was the main objective to portray the story of a basic idea breeding success. We wanted to create a non descript, whimsical landscape with infinite possibilities. The painterly background was kept clear of any cluttering to accentuate the character and his offerings, and also to simplify the message. The style of 3D animation was chosen to retain a certain level of sensitivity and maturity to this austere landscape. The character needed to represent a young, successful business man, with a classy tone that resonates what the brand stands for. We aimed to create a charming character who is inquisitive, innovative and endearing," concludes Reolon.