Agile Films: Sainsbury’s, 150th Birthday Cake

Honourable Mention: Advertising, Production Design

For this ad, created to commemorate Sainsbury’s 150th birthday, director Noah Harris built a giant zoetrope cake to create the illusion of animation. The film was captured as live action, without any CG or stop-motion.

The zoetrope is one of the earliest forms of animation, dating back to the 1800s. It was a popular technique in 1869, when the Sainsbury’s brand was founded. The cake tiers are used in the film to take the audience through the evolution of the brand, starting with its impact on the employment of women during the First World War. The spot then visits the 1960s, when Sainsbury’s fundraising for disabled children began, before looking at its partnership with the Woodland Trust, which has planted three million trees so far.

Production Company: Agile Films
Director: Noah Harris
Executive Producer: Myles Payne
Producer: Cathy Hood
DOP: Patrick Meller
Production Designer: James Hatt
Costume Designer: Stasya Monastyrska
Music Composer: Alex Baranowski
Offline Edit Company: Final Cut
Editor: James Rosen
Finishing Company: Stanley’s Post
Post Production: Nineteen Twenty
Producer: David Keegan
Colourist: Duncan Russell @ Freefolk
2D Lead: Ludo Fealey
CG Co: Feed Me Light
Production Service Company: Radioaktiv Film
Producer: Ira Nepomenko
Sound Company: String and Tins
Sound Engineer: Jim Stewart
Animation Company: Feed Me Light
Producers: Ryan Goodwin Smith, Daniela Hornskov Sun
Agency: Wieden + Kennedy London
Creative Directors: Dan Norris, Ray Shaughnessy
Creatives: Florence Deary, Ruby Norman-Curran
ECDs: Tony Davidson, Iain Tait
Planner: Rory Foster
Producer: Tom Dean
Group Account Director: Katherine Thomson
Account Director: Mike Waywell & William Smith
Account Manager: Johno Fagan
Account Executive: Oliver Mitchell
Communications Planning Director: Lee Ramsay
Planning Director: Andy Wright
Project Director: Mark D’Abreo
Creative Producers: Rebecca Herbert, Emily Khoury
Design Director: Karen Jane
Designers: Phil Rosieur, Jackie Hudson, Kyle Ellis
Motion Designer: Tom Pounder
Artworker: Ross Bennett
Studio Manager: David Brodie

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