This brief required us to create props of distinctive artefacts, retaining the essence of the real objects, whilst taking a slightly oblique approach to them - similar to some aspects of 60’s pop art.

Artem produced key “squidgy” props (a tractor, a milk churn, a teapot and a butter knife) which provide a visual metaphor to reinforce the “softness” of Kerrygold Softer Butter. 

DFGW initially approached Rob Thomas, Art Director at Artem to discuss the feasibility of the project, given the short lead-time of two weeks!

Rob comments:

“I jumped at the chance to get involved with this project.  Unfortunately, these kind of opportunities don’t come up too often.  The brief allowed us the freedom to create stunning, memorable artefacts and have significant creative input.”

Artem quickly assembled a team of specialist fabricators, who got straight to work making patterns that would enable them to create the three-dimensional shapes from fabric.  Once the patterning was complete the basic forms quickly took shape, allowing time for intricate details to be applied.

The final task was to ‘dirty down’ the props so that they did not look out of place on a working farm.

Dave Waters directed the spot at a suitably bucolic, but inaccessible location in County Wicklow, Ireland.

The spot airs nationwide from Thursday 4th March.