Save Your Sensible Online

The Neglected Sensibles Shelter, today’s site of the day, introduces visitors to their Sensible, a small animated creature that looks like a cross between a tongue and a liver. is the centre of an advertising campaign for the Cadbury Schweppes fruit drink, Spring Valley.

Sensible and Spring Valley bottle

A Sensible is the part of us that knows we should be jogging at six in the morning, rather than smashing a can of beer against our skulls. We all have a Sensible, some are just more abused than others. The Neglected Sensibles Shelter cares for abused Sensibles, keeping them in boxes ready for their contrite owners visit.

Once you’ve opened the box with your name on it, you’ll be introduced to the virtual pet and a bottle of Spring Valley. To make it happy click on the bottle. To cause a bit of bother, indulge in the prohibited actions of slapping, poking, throwing and spinning. Once you’ve had enough, add your newly found Sensible to your Facebook profile, where you can continue to abuse it by giving it inappropriate gifts. The community of 4563 (so far) Facebook users are connected through a discussion board and have the option of becoming fans.

The point of the exercise, it appears, is to indulge in virtual Sensible abuse which can only be made better by drinking Spring Valley. It is impossible to do anything sensible or affectionate other than drink the orange juice.

Save Your Sensible Garden of Eden scene

A range of online videos and television commercials introduced Australians to the Save Your Sensible campaign in August.

In The Beginning

We’re taken to the beginning of time and given a guided tour of Sensible abuse, from the Garden of Eden through to this present age.

Click on the image below to play the video.


Your sensible takes credit for preventing you from falling asleep next to your girlfriend instead of a transvestite biker called Trevor.

Click on the image below to play the video.


Jessica the party girl spends her days with her Sensible, in much the same way as the Kotex heroine pampered her beaver.

Click on the image below to play the video.

Chess vs Duck Hunting

It looks as though Spring Valley doesn’t go with death metal clubs, bar fights and duck shooting.

Click on the image below to play the video.


The Save Your Sensible campaign was developed at George Patterson Y&R by executive creative director Ben Coulson, interactive creative director Jon-Paul Jacques, art directors Chris Northam, Julian Frost, Peter Hibberd, copywriter Simon Bagnasco, agency producer Luisa Peters.

Filming (live action and animation) was shot by Nice Trees (Ben Saunders and Germain McMicking), produced at The Directors Group and Iloura.

The Sensible character was designed and animated by Julian Frost.

The Save Your Sensible site was developed at Digital Pictures Interactive, by colourist Martin Greer, off line editor Jo Scott, and online editor Chris Betteridge. Realtime 3D character animation was developed in Flash using Papervision3D. The company has since changed its name to Boffswana.

DPM interactive programmer Clint Hannaford explains the character animation process…

“We took a file format originally created for first person shooter video games from 10 years ago (id Softwares Quake 2) and used it to push real-time character animation to Flash via the Papervision3D technology. Extending on the work of the Papervision3D team and contributors such as Philippe Ajouxe, we’ve managed to create a fluid and interactive character animation engine, and combine it with some basic AI (Artificial Intelligence) to bring the Sensibles to life.”

The Facebook application and backend systems were developed by NextStudio.

Sounds and voiceover were provided by Flagstaff Studios. Flagstaff sound producer Ceri Davies comments…

“From a creative perspective, we got to make some really great SFX by slapping around some meat off-cuts we bought from the butcher… mmmmm squishy… but the best part of Sensibles from a technical point of view, was that we were able to work across three mediums (interactive site, TVC and radio) and deal with the differences in sound mixing that these formats all require”.