Youth activist network Bite Back are on a mission to make junk food giants change their ways for a fairer food system. With a new identity created by Wolff Olins, we were invited to design and animate the key icon and make a brand film to get the word out!
The brand’s key icon needed to function with or without the wordmark: a towering, expressive mouth that represents the voice of a generation fed up to the back teeth with unhealthy food marketing.
Having finalised this design, we devised a range of expressions—like ‘laugh’, ‘bored’ and ‘bite’—and brought them chomping and grinning to life with motion. The expressions enable the brand to talk to its many audiences across various online, offline and interactive touchpoints, with different moods and messages.
We then set about making the brand film, which follows a protagonist Mouth cutting through the noise to confront a swarm of junk food advertising with a cavalry of little mouth heroes: the Bite Back team!
Mouth assets—Design, Animation production, Render + delivery, Creative direction, Production + account management
Brand film—Design, Storyboarding + animatic, Lip sync animation, Montage animation production, Cutdown creation, Render + delivery, Creative direction, Production + account management
Mouth assets—1 x hero mouth design asset, 4 x animated mouth expressions, 10 x static mouth designs
Brand film—1 x 90 second animation, 3 x direct cutdowns
Executive Creative Director
Senior Account Director
Senior Account Manager
Stewart Harvey, Eilidh Reid, Sam Stoney
Music + Sound Design