Consol is proud to announce that their Perfectly Made For Each Other TV commercial has scooped a Craft Certificate for cinematography in the Film Craft Category of this year’s prestigious Loeries Awards. The highly acclaimed TV commercial was a finalist in five different Film Craft sub-categories, being cinematography, direction, editing, original music and sound design, and special visual effects.
The internationally recognised Loeries Awards aim to inspire and foster creative excellence in the advertising and brand communication industry. To win a Loeries award is the highest accolade for creativity and innovation and Consol is truly delighted with this achievement.
“This is easily Consol’s best campaign so far and we could not be prouder of this achievement,” said Dale Carolin, Consol’s Marketing Director. “I hope the public enjoy watching our world-class commercial as much as we enjoyed making it.”
The Loeries represent creative excellence, and therefore all content needs to be fresh and innovative and entries are judged according to five carefully chosen criteria:
- An innovative concept, bringing new and fresh thinking by telling better stories
- Excellent execution
- Relevance to the brand
- Relevance to the target audience
- Relevance to the chosen medium.
Consol’s TV commercial was designed for long-term appeal and takes the audience on a unique and intriguing journey of the senses. Created using state-of-the-art technology and audio-visual experts, the commercial allows viewers to explore how the art of glassmaking is perfected to create vessels that will hold the finely crafted products of their customers.
The TV commercial has been a highly considered production that involved working with microscopic and macroscopic lenses, as well as commissioning the world-renowned Chris Parks, a specialist in capturing chemical reactions. An original violin score, detailed sound design and a bespoke poem were vital elements in creating a soundscape as interesting as the visuals.
“As our glass packaging and its contents are both meticulously crafted and deserving of one another, we feel that this campaign has encapsulated everything that we are as an organisation and fits perfectly with our motto: ex terra, per ignem, ad optima, means "From the earth, through fire, to perfection,” says Carolin.