McCann and Engine use children's-book imagery to tell water bottle 'crush' story

The TVC for the "Easy Crush" bottle, which uses 35 per cent less plastic than the bottle it replaces, is based on a children's nursery rhyme about ten green bottles standing on a wall, according to Simon Robson, Engine's creative director. 

McCann Sydney's brief referenced the children’s book illustrator Jeannie Baker and her ‘relief collage’ style of work. Engine took inspiration from Baker's work but developed the idea to look like an Australian outback set. "As Mount Franklin is all about natural Australia we also wanted this spot to reflect this," Robson said.

Lead illustrator Lilian Darmono created many different animals and illustrations, which Robson developed into a 3D world. Compositing then allowed the animals to interact with footage of bottle crushing.

The 30-second TVC began airing nationally on 22 April.

Agency credits:

ECD: Oliver Maisey
CD: Kieran Flanagan
Copywriter: Jessie Jordan
Art Directors: Damien Sloan, Christie Peolwane
Agency Producer: Ros Payne

Engine credits:

Director: Simon Robson
Executive Producer: Adam Wells
Producer: Chris Seeto
Illustrator: Lilian Darmono
Lead 3D Artist: Max McMullin
3D Character Animation and Modelling: Shaun Schellings
3D Modeller: Elias Atto
3D Modeller: Chris Norris
VFX Supervisor: Scotty Wilcox
Editor: George Kacevski
DoP: Calvin Gardiner ACS
Flame Artist: Chris Leaver
Flame Artist: Joel Osis