What kind of hug is impossible? Inspiring action for charity

Bliss is a UK charity that provides care for sick and premature babies. We were approached by Langland to create a short animation about ‘the impossible hug’. We focused on bringing out emotive qualities through the characters’ movements and expressions – it's what we do best.

The narrative begins with a series of humorous hugs involving a host of unsuspecting and seemingly un-huggable individuals. Yet the tone changes as the story ends with the sad revelation that hugging a premature newborn is the only real impossibility.

We loved working on this project, and most of all we were delighted to be able to help Bliss with their crucial campaign to help babies and parents in times of need. Big hugs go out to Aaron Lampert for the wonderful sound design.

In one way or another I have been involved in marketing for 20 years now (gulp!) and this is without reservation one of the best realised projects I have ever been associated with. It is a real credit to your team, and to Bliss. So thank you so much for your brilliant support.

Andy Cole, Bliss

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