Supermarkets: Hidden Danger
The Brief
Addmaster asked Humanoid to produce a public information presentation with television’s Dr Lisa Ackerley, explaining the dangers of Campylobacter poisoning, the risk of infection during your weekly shopping trip and the solution: Biomaster antimicrobial food packaging.
The Solution
We developed Addmaster’s script for the video into a storyboarded motion graphic sequence, modelled on the existing branding of their Biomaster range. Dr Ackerley was shot in a green screen studio and the accompanying animation was overlaid in post-production.
The Result
Addmaster were very impressed with the resulting video and began work on the construction of a website, specifically to host it. The video was used as part of a presentation to the Food Standards Agency within a day of its completion, and will see a wider release later this month.
Humanoid has returned to the microscopic world, producing a public information video about the dangers of bacteria on supermarket packaging for long-time client Addmaster UK.
Fronted by television food safety expert Dr Lisa Ackerley, the short video introduces the threat of Campylobacter contamination, explaining how the bacteria drills into the stomach lining to cause chronic food poisoning and even death.
Campylobacter is prevalent in supermarkets across the UK, currently found in 70% of fresh chicken. The hidden risk to shoppers is the significant traces of Campylobacter found on the outside of chicken packaging. Addmaster’s Biomaster additive has been developed into antimicrobial packaging film, trays and lids that destroy Campylobacter on contact, as well as a new bacteria-resistant bag for life.
As one of Humanoid’s earliest clients, Addmaster has a strong awareness of the power of video, and saw an information video as the perfect way to spread the message about Campylobacter, holding supermarkets to account for their safety standards.
Addmaster’s marketing team approached us with a concept, a script and a deadline: the video needed to be ready to coincide with an episode of BBC One’s Rip Off Britain, featuring Dr Ackerley on the dangers of reusable bags.
We arranged a studio session with Dr Ackerley, shooting her against a green screen backdrop. A motion graphic presentation was added in post-production to reinforce the key points.
“Addmaster’s script had a powerful message, but it was densely packed with facts and statistics. We looked for ways to represent those visually and make them easier to understand — every point was important and needed to be memorable.
The most crucial thing was to impart a sense of danger — Addmaster showed us Campylobacter under the microscope and it was enough to make your skin crawl! We knew it was important to trigger that visceral reaction, so we screen-tested variations of the bacteria on some of our more squeamish friends and family. They’re very careful around chicken these days.”
—Tom Down, Humanoid’s Project Director
Addmaster are developing a website to host the video, using Humanoid’s graphics from the animation. Their goal is to educate the public about the risks supermarkets are taking and how they get away with it, pressuring the leading chains to set an example by introducing hygienic packaging.
“It’s shocking to discover that someone in the UK dies every couple of days from Campylobacter, but when you notice the way most people handle packaged meat, it makes sense. Any impact we can make on that number is a positive thing — the ball’s in the retailers’ court now.”
—Chris Gandy, Humanoid’s Creative Director
