INTRODUCTION:
HERD, an innovative delivery platform connecting city populations with local farmers and fishermen, sought a modern and novel approach to convey its mission. Instead of showcasing produce, we crafted a commercial centered around connectivity, exemplifying how HERD brings urbanites closer to their local food sources. The commercial depicts a unique encounter between farmers, fishermen, and city dwellers through the shared experience of basketball, emphasizing the bond facilitated by HERD's platform.
CREATIVE CONCEPT:
To illustrate HERD's role in bringing local producers and consumers together, we devised a narrative where a farmer and a fisherman engage in a basketball practice in their rural environment before venturing into the urban jungle of London for a game with city dwellers. The juxtaposition of rural and urban settings highlights HERD's ability to bridge the gap between these distinct worlds, emphasizing the connection fostered through the platform.
EXECUTION:
Utilizing cutting-edge techniques such as cutouts, masks, 360-degree cameras, VFX transitions, and intricate composition, we transformed the basketball game into a visually captivating experience. By seamlessly blending elements of the rural and urban landscapes, we emphasized the seamless integration facilitated by HERD's platform. The commercial follows the lively interaction between the farmers, fishermen, and city dwellers as they come together to share a moment of camaraderie and fun, showcasing the diverse community HERD brings together.
KEY MESSAGE:
The commercial emphasizes HERD's mission to bring city people closer to their local farmers and fishermen, fostering a sense of connection and community through shared experiences.
IMPACT AND RECEPTION:
Upon its release, the HERD commercial received widespread acclaim for its innovative approach and powerful messaging. By eschewing traditional portrayals of food delivery, the commercial effectively communicated HERD's unique value proposition, resonating with audiences seeking authentic connections to their food sources. The dynamic portrayal of the basketball game, coupled with the seamless integration of rural and urban environments, further emphasized HERD's ability to bridge geographical and cultural divides.
