Sardines

The initial mandate was to share a new Fizz benefit that allows members to keep their price as long as they want. 

The idea for the campaign was born from a happy coincidence: mobile devices and sardine cans have the same shape! It all seemed very easy up until this point, but we had to do justice to this coincidence. 

Fizz stories unfold in a semi-realistic environment that is turned upside-down by a completely surreal event that takes us to a world that’s just perfectly quirky. In this case, we’re talking about a trip to the corner store that ends with a fish choir. 

For the video, the challenge was to find a balance between the colourful Fizz universe and the ambiance of a gloomy neighbourhood corner store. The team started by dusting off traditional neon lighting codes, tile floors, and lit-up retro fridges. Then, each promotional poster was replaced with a tailor-made one. Brand identities were also created for the different products on the shelves, from drinks to cereals to diced tomatoes. 

For the sardine on top: a Fizz can the same size as a mobile was printed in 3D (after scouring all specialty and non-specialty grocers in Montreal to come to the realization that such a can does not exist). Our six CGI sardines were added using CGI, closing the show with voices like angels, decked out in little tuxedos.