International Creative Director Chris Robertson. Cannes-winning ideas, global brands, creative leadership and a habit of finding the answer nobody expected.
vauxhall

The Problem

A reversing camera is useful.

It's also spectacularly difficult to make anyone emotionally interested in.

The Shift

Don't explain what happens when you reverse a car badly.

Show what happens when you reverse everything badly.


The Idea

Things can end badly backwards.

We took Cinderella, Jack and the Beanstalk and The Ugly Duckling and told their stories backwards.

Happily ever after becomes progressively more disastrous, until a functional piece of automotive technology suddenly has a beautifully simple reason to exist.


sketch
backwards

What 
Happened

The radio campaign won a Silver Cannes Lion, while the animated films picked up a Bronze Clio for Animation in 2019.

That's a much better ending than Cinderella got.

Jack and the bean stalk
1silver_lions-1

WITH: Adrian Botan, Miguel Bemfica, Eduardo Battiston, Alberto Espeja, Rafael Merino, Pablo Camarero, Miguel Angel Donaire, Vince McSweeney, Nick Cooper, Joe Ivory, Jamie Buckingham, Vetor Zero/Lobo (Cinderella film production), Mach Studio (Ugly Duckling film production), Coffee&TV (Jack and the Beanstalk film production), Global Radio (audio production). @McCANN Birmingham, UK.