Hydro Stunts for Young Engineers
Hydro, the international aluminium and energy company based in Norway, aims to convince young Norwegians that learning science is both exciting and fun, in two TV ads. The two action-packed short films, filled with experimentation and impossible stunts, are running on MTV and TV3 after school hours, aiming to reach budding engineers. The films are also broadcast on TV2 later in the evening to reach parents.
“Our message is that engineering is cool,” says Hanne Haugen, responsible for brand communication in Hydro. “Hopefully, we will manage to spread that message to young Norwegians who will later be Hydro employees, customers or partners,” she says.
In the first video, “Train” a group of budding engineers reroute a train track into a gigantic rollercoaster loop. The other TV ad, “Remote Control Car”, shows a group of kids taking over Dad’s car with a remote control – with Dad still in the car – driving it through a garage and up on two wheels.
“The films show situations where children, through the art of engineering, get the upper hand on grown-ups – in a playful and comical way,” Haugen says. “We want to raise their curiosity and knowledge about engineering.”
The campaign is also meant to attract visitors to the newly opened national science center ’VILVITE’ in Bergen, which Hydro has supported with NOK 100 million.
In addition to the television spots, the campaign includes spots on Norwegian internet news sites such as vg.no and dagbladet.no, and a web campaign (12 mb mpeg videos) on Hydro’s website at www.hydro.com.
The Hydro TV advertising campaign was developed at DDB Oslo by creatives Martin Thorsen and Torbjørn Kvien Madsen.
Visual effects were developed at Fido Film, Sweden, by creative director Kaj Steveman, producer Claes Dietmann, line producer Anders Singstedt, modeller/lookdev Magnus Eriksson, looked Mattias Forsström, lighting engineer Mattias Forsström, animator Cameron Scott and compositor Daniel Norlund.