Atomic and Homebase launch new Easter campaign starring Gary the tortoise

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A campaign by Atomic

Leading home and garden projects retailer Homebase has unveiled its new Easter campaign, built around the theme of ‘Grow a whole new room’ as the retailer encourages customers out of their long hibernation and into the garden.

The campaign is the latest instalment under the Feels Good to be Home tagline which reflects the insight that when our homes feel good, we feel good, and the garden is no exception. With Spring just around the corner, many people will now be thinking about how they can create an outdoor space that they can enjoy with friends and family, or escape to for some peace and quiet.

The new 30 second TV commercial launched 23 March across all major channels starring ‘Gary’, a family pet tortoise unable to contain his excitement as he embarks on a mad gallop around the garden, set to the iconic theme music from the TV series Black Beauty.

Lisa Tickle, Head of Marketing at Homebase, said: “We can’t think of a better way to kick off our Easter activity than with the launch of our Gary the tortoise campaign. He’s already proven a big hit with our team members and represents how we all start to feel when the sun is finally shining, and we can get back outdoors.”

The campaign will be supported online and instore and coincides with Homebase’s sponsorship of ITV’s Love your Garden – a show which surprises people across Britain with transformations to their outdoor living spaces.

Dave Henderson & Guy Bradbury ECD’s at Atomic, said: “It’s the time of year when everyone emerges blinking into their gardens and we figured a tortoise would be a great way to illustrate this. We’ve had enormous fun working out how to make a very slow reptile into a dashing, loveable hero.”

The TV ad was created by Atomic London, produced through Partizan, and directed by emerging talent Ozzie Pullen and the exciting animation duo Rick and Mario, to bring Gary the tortoise to life.

Neil Linpow, Executive Producer at Partizan said: “ We are so fortunate to have a such a wealth of experience at Partizan when it comes to blending live action and animation. Having our own dedicated in-house animation studio enabled us to collaborate with Atomic by combining one of our bright young directors, Ozzie, with the Red Knuckle boys Rick and Mario, and make something that might not have been possible any other way.

Credits

Brand: HOMEBASE
Client(s): Lisa Tickle & Lindsay Cole
Creative Agency: ATOMIC
ECD: Dave Henderson & Guy Bradbury
Creative: Matt & Simon Welch (The Welch Bros)
Planner: Steve Hopkins
Lead Producer: Raluca Anastasiu
Shoot Producer: Ben Catford
Account Management: Louise Rudaizky, Lisa Allen-St Hill, Dan Taylor
Design/Typography: Pete Mould
Media Agency: Havas Media Group
Media Planning & Buying: Robyn Flowers, Paz Garcia Minaur, Aisha Bright
Directors: Ozzie Pullin, Rick & Mario
Live Action Producer: Daniel Wheldon
Animation Producer: Leo Green
Executive Producer: Duncan Gaman, Neil Linpow
Cinematographer: Carl Burke
Editor: Ben Harrex
Live Action Production Service Company: Robot TV
Animation Production: Rick & Mario at Red Knuckles
Texture Artist: Silvia Bartoli
FX Artist: Radu Ciubotariu
Rigging: Kipp Case
Lead Animator: Remy Herisse
Animator: Edwin Leeds
Lead Lighting Artist: Matteo La Motta
Lighting & Compositing Artists: Clarisse Valeix, Antonio Herrador, JB Aziere
Compositing Artist: Antoine Foulot
Studio Producer: Pedro Lino
Studio Production Manager: Mercedes Vidal
Post Production: UNIT
Colourist: Denny Cooper