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4creative explores dating dilemmas for 'mating season'

Advertising, Digital, Graphic Design

Posted by Anna Richardson Taylor, 20 May 2013, 17:56    Permalink    Comments (0)

How does a lonesome giant tortoise find a new love interest? Well, it's complicated, as this new ad by 4creative points out. Launching this evening to promote Channel 4's new 'Mating Season' this June, the quirky ad imagines said Galapagos tortoise's quest to find a new life partner, after his former love dies.

It follows him navigating various 21st-century dating scenarios, such as online dating or picking up strangers in clubs - ending in the apt strapline "Modern dating. It's complicated."

The tortoise Arthur was created by British model making and special effects company Asylum, with VFX studio MPC adding humanised CG expressions. The opening scene (see still above) was drawn by Gordon King, the original Mills and Boon illustrator, in a nod to romantic endeavours of yesteryear, while the closing scene was created by Gordon's son, Fraser King.

The TV spot is accompanied by a print campaign designed by illustrator Noma Bar (see below). It transforms the universal gender symbols in a series of playful symbols that represent various relationship types.

The symbols will be used in animated form on-air to brand the season, and 4creative is also creating some interactive online games to accompany it, such as the x-rated 'Whack a Glory Hole' (see screengrab below) - all in all a suitably offbeat campaign to highlight the ins and outs of dating life.

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