I just saw this 30 second short by Bück and I am impressed by the simple, yet effective visuals. Own your C is a youth tobacco prevention media campaign seeks to help teens make the connection that their choices define who they are and who they will become, kind of similar to another youth campaign: “Above the Influence”. What I like here is the conceptual take on the story, and the allegorical treatment.
The whole piece is simply an art direction tour de force, tastefully done and quite understated. Every second is embellished with elements that support the fairy tale style, from the color palette to the typeface selection for the tagline at the end. Visual references such as the “tree tunnel” at the beginning, luminous windows in the middle of darkness, and the planting of the “c” in the forest all relate to the entangled inner psyche of a youngster, surrounded by a hostile world outside. Upon second view you notice some subtler support elements around the main character: the cuddling sapling, bentwood furniture, the pattern on the comforter, and who knows what else. Amazing…
The only thing that bothers me about the campaign is the name itself. “Own your C” doesn’t really mean anything if you don’t know that C means Choice. And is it not risky to use that letter, since it could also stand for the word cigarette? Maybe it is intentional? Beyond me.
You can watch the animation on Bück’s website.