Bewilder Gets Good for PepsiCo
Sometimes the best way to change the world is to start with yourself. We change the world not through huge actions, saving it all at once, but instead change is built tiny brick by tiny brick, each one created by our daily choices. To make the world cleaner: clean up after yourself. To make the world happier: make yourself happy first. To make the world healthier: make healthier choices for you and your family. That's what PepsiCo's Hello Goodness initiative enables: it makes the world a healthier place by offering better alternatives to the peckish and the thirsty. They put out more healthful products to choose over options that are not as good for you. PepsiCo asked Bewilder to help introduce their massive initiative to an audience who may be unfamiliar. “We wanted the piece to feel contemporary and fresh,” explains Ruan Vermeulen, Animation Director at Bewilder. The result is a broad video that follows a cast of characters while they incorporate better choices into their lives.
What's remarkable about the Hello Goodness spot by Bewilder is that it doesn’t rely on an overarching narrative or voiceover to force any one particular story onto whoever is watching the video. Instead the broader story invites viewers to place themselves inside the stories and see themselves in the situations that Ruan and his team present. “The strong graphic and modular design language, combined with bright colors really helped to stitch the piece together,” explains Ruan. “We were able to blend graphic shapes into environments, thus creating smooth panning transition. The architectural environments, and the linear movement through them gave us the opportunity to let the camera tell most of the story, instead of character performance.” Maybe you need a break from your desk in the middle of the work day. Maybe you need to replenish after a work out. Maybe you want a picnic with family or friends. No matter what you're doing there's a better choice for you, and Bewilder shows all of these situations (and more) and how they can be seamlessly improved with more healthful choices.
It’s easy for us to put ourselves in place of the characters that Bewilder created, even though the characters are so stylized. They have a unique look to them, and one that was created with incredible detail and attention to communication. “The character design were very much influence by the already established CI for Hello Goodness,” says Ruan. “Bold, graphic and simple shapes, with thinner lines to connect various elements. We intended on creating very generic characters, so that their design could easily be interchangeable to create more diverse characters. The thinner lines were very effective in creating facial expressions, and adding detail to characters where needed.” By making their characters these shapes they were able to represent the audience and tell a more effective story for everyone.