The Savanna Relaunch campaign gently mocks London’s archetypal subcultures. I was approached by DraftFCB for my powers of “surreal invention” and then given total freedom to create. The end result is a series of unique characters and their pets that came to define the edginess of the brand in a cluttered market.
The characters were created based on names, jobs and personality types supplied by the agency. Each would be defined by its features, a couple of surreal elements and their pet.
The adverts were used throughout the UK press in publications such as Dazed and Confused, Vice, I-D, Timeout and Metro. They were also turned into animations for use online at savannadotcom.com
Creative Team: Julie Seal (copy) and John Lloyd (art director).
Animation by Rumpus.