Leeds College of Art alumni and Leeds-based creative duo Hungry Sandwich Club were commissioned by Crabbie’s Ginger Beer for their new campaign.
They were asked to create and develop concepts of what they saw as ‘Refreshingly Adventurous' featuring the Crabbie’s bottle in different guises. They created an animation to show off the flavours of the extended Crabbie’s alcoholic ginger beer range.
To highlight the intense flavours of Crabbie’s drinks, they showed the ingredients falling into the water illustrated in a fun and vibrant way. A 3D animated Crabbie’s bottle is used to complete the scene and lift it from its surroundings.
Martin O’Dea and Andy Foster graduated in 2014 after studying BA (Hons) Graphic Design at the College. They set up their graphic design and illustration business, Hungry Sandwich Club in 2014. Since then they have won the “Best in Show” award at the D&AD global advertising design awards show, and have worked on designs for Leeds City Council, the BBC, the Design Museum and now Crabbies.
Their Refreshingly Adventurous campaign was displayed across the UK on digital billboards in cities such as Liverpool, Newcastle and Manchester. It was also displayed across London Underground and Glasgow Subway stations as a digital escalator campaign. The campaign was kicked off across radio, outdoor, PR, social medial and trade press based on the ideas from four up and coming artists.
To sum up working with Crabbies, Martin and Andy said:-
"We both really enjoyed working with Crabbies on this campaign. It was an exciting step forward for us to be able to produce work for a well-known brand. We were given a lot of creative freedom on the project and it was great to work for a brand that wants to present itself as fun and different. Working to larger digital formats was a new challenge for us and it was great to see our work blown up massive across the country."
The four artists included Hungry Sandwich Club, Andy Smith an East Suffolk artist, Anthony Zinonos, a collage illustrator from South Africa and Matthew the Horse, an illustrator, graphic artist, poet and educator. Matthew Hodson from Matthew the Horse is a lecturer on the BA (Hons) Illustration degree at Leeds College of Art, his work for the Crabbie’s campaign can be seen here