Grand Prix and two Golds at the DMA Awards 2011, for Indicia and Happy Hour Productions
Bristol based Happy Hour Productions, a leading film & commercials production company, helped win 3 awards at this year’s Direct Marketing Association Awards, including the Grand Prix – the top prize at the industry’s leading awards ceremony – with a series of online films.
The online viral films, produced by Happy Hour Productions, were an integral part of the ‘Work it Baby’ campaign for Very.co.uk, which also won Gold awards for Best Retail and Best Integrated Campaign.
‘Work it Baby’ created by direct agency Indicia, was commissioned to help Very.co.uk enter the highly competitive mum-and-baby market that is dominated by a number of big brands. To increase market visibility, a microsite was created to host a catwalk fashion show that showcased products for mums, mums-to-be, babies and toddlers. The videos produced included the fashion show, a teaser viral, and an outtakes special. The microsite then allowed consumers to ‘shop the show’.
Indicia asked Happy Hour Productions to bring their high end TV commercial filming experience to the table and showcase the wealth of products in an entertaining ‘fashion’. The film featured a catwalk fashion show that primarily involved child models aged 3 and under, intercut with the backstage antics of the stylists and toddlers.
Tom George, Happy Hour producer,said:
“We are so excited to have our name on these awards for our involvement in the Very.co.uk campaign. It was great to see the ‘Work it Baby’ campaign become such a success for the clients, the films were a real pleasure to work on. Setting up a fashion show full of toddlers certainly comes with an element of unpredictability, but our crew and cast performed brilliantly to produce a great looking viral film.”
Ian Bates, Creative Director at Indicia, said:
“It’s a remarkable achievement. These awards are very tough to win, and Happy Hour were integral to our success. The way in which they helped us maximise the budget, work to ridiculous deadlines and produce an outstanding creative product was really exceptional. It just goes to show what can be achieved with a great idea, great people working on it and all pulling in the same direction.”
Best Retail Campaign - Gold Award
Best Integrated Campaign
For more information on the DMA Awards, please visit www.dmaawards.org.uk.
Film produced by Happy Hour
Directed by: Jason Edwards
Produced by: Tom George
Client: Shop Direct Group
Agency Team: Nick Barthram – Senior Planner, Darren Mower – Senior Art Director, Richard Norton – Senior Copywriter, Ian Bates – Creative Director, Lauren Higgins – Account Director, Nicola Rellie – Account Manager, Andy Irving – Designer, Damien Bouyou – Designer, Steve Everest – List and Media Director, Matt Wright – Group Account Director