London based advertising agency Mellor & Smith came up with a creative concept for their above-the-line campaign for CTEK, a world leading manufacturer of electric car charging units.
Their vision was to show how re-fuelling today compares with more traditional methods from the past.
Three of CTEK’s key locations for electric car plug-in stations were identified to communicate new-world charging. These locations – retail, leisure, and workplace – formed the basis for Bunker to begin building the charging points and each of the three CGI environments.
Mellor & Smith had found inspiration from an existing 18th century oil painting depicting a horse tethered outside an inn, drinking from a trough.
This style would represent the old-world well enough but simply using the original would prove to be far too restrictive. To work successfully alongside the new world, the scene would need to be adapted and recreated to fit with the three CGI environments.
We enlisted our expert illustrators to create bespoke illustrations showing bustling marketplaces, busy taverns and smoky factory scenes.
It was a challenge to recreate the oil paintings in this way, but it meant we had complete control over all aspects of the heights and angles and were able to make the two halves marry up perfectly.
Our approach to build the three scenes entirely in CGI and digitally hand paint each and every part of the oil paintings not only sidestepped all shoot restrictions in place at the time, but ultimately led to a smoother workflow and an awesome series of bespoke imagery.
The finished campaign ran across outdoor, digital and social media channels.