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Taking on filming in slow motion

Møllerens and MK Norway take on the film industry´s use of slow motion in the making of a brand new commercial for Møllerens´ latest product; flour in a box. “Spilling is never a beautiful thing, not even in slow motion,” says the creative team behind the commercial.

Watch the behind-the-scenes movie to see how the commercial was
https://vimeo.com/110231667

Earlier this year Møllerens chose MK Norway as its new advertising agency. The first results from this new collaboration are now in. The very first campaign is about flour in a box. The flour canister is a consumer-driven innovation that solves the problem of flour spilling into drawers and cupboards because of bags that tear easily and leak. This was the brief MK Norway was given to come up with an advertising campaign.

Tired of the traditional kitchen scene and scoring easy points
“The most obvious thing would have been to show a traditional setting with parents and kids baking together in the kitchen, or to score points for phrases like ´keeping it all under the lid´. We have tried to do something completely different, and break with tradition – stay away from food orgies, and rather focus solely on the flour in the box,” says the creative team at MK Norway.
”Everyone´s had enough of the mess. Flour in every nook and cranny, even in slow motion it doesn´t get any better,” they continue.
“We are really proud of the campaign MK Norway has come up with. Flour in a box is a major revolution in its category and illustrates that Møllerens stands for innovation right to its very core. We are now offering something unique and relevant, something that makes a difference to consumers that have been asking for better packaging.
“In this commercial the flour looks gorgeous, when it is in the box,” says Sofie Blich, industrial designer at Møllerens.

To film the scene in the commercial, explosives were used, with a custom-made thick lining so the boxes would handle the pressure from the explosions. It was constructed with special flour-shooting devices, and sophisticated robot arms were used to capture the movement of the flour.

The flour in the box campaign can be seen on national TV channels, digital media and print.

Team- At Møllerens
Senior industrial designer: Sofie Blich
Category Manager: Henriette Thomsen
Marketing and development manager: Vidar Haugsdal

The campaign was created by MK Norway advertising agency
Ole Færøvik (AD)
Doffen Trællevik (AD)
Jon Hjørnevik (Copy)

Per Thoresson Lund (Design)
Meghan Beaton (Project manager)
Heidi Sperre-Flesland (Digital director)
Svein Roger Selle (Consultant)

The film was produced by the South African production agency Grinder Films and was shot in Warsaw.

Director: Simon Barnes
Producer: David Rowley

Taking on filming in slow motion

Møllerens and MK Norway take on the film industry´s use of slow motion in the making of a brand new commercial for Møllerens´ latest product; flour in a box. “Spilling is never a beautiful thing, not even in slow motion,” says the creative team behind the commercial.

Watch the behind-the-scenes movie to see how the commercial was
https://vimeo.com/110231667

Earlier this year Møllerens chose MK Norway as its new advertising agency. The first results from this new collaboration are now in. The very first campaign is about flour in a box. The flour canister is a consumer-driven innovation that solves the problem of flour spilling into drawers and cupboards because of bags that tear easily and leak. This was the brief MK Norway was given to come up with an advertising campaign.

Tired of the traditional kitchen scene and scoring easy points
“The most obvious thing would have been to show a traditional setting with parents and kids baking together in the kitchen, or to score points for phrases like ´keeping it all under the lid´. We have tried to do something completely different, and break with tradition – stay away from food orgies, and rather focus solely on the flour in the box,” says the creative team at MK Norway.
”Everyone´s had enough of the mess. Flour in every nook and cranny, even in slow motion it doesn´t get any better,” they continue.
“We are really proud of the campaign MK Norway has come up with. Flour in a box is a major revolution in its category and illustrates that Møllerens stands for innovation right to its very core. We are now offering something unique and relevant, something that makes a difference to consumers that have been asking for better packaging.
“In this commercial the flour looks gorgeous, when it is in the box,” says Sofie Blich, industrial designer at Møllerens.

To film the scene in the commercial, explosives were used, with a custom-made thick lining so the boxes would handle the pressure from the explosions. It was constructed with special flour-shooting devices, and sophisticated robot arms were used to capture the movement of the flour.

The flour in the box campaign can be seen on national TV channels, digital media and print.

Team- At Møllerens
Senior industrial designer: Sofie Blich
Category Manager: Henriette Thomsen
Marketing and development manager: Vidar Haugsdal

The campaign was created by MK Norway advertising agency
Ole Færøvik (AD)
Doffen Trællevik (AD)
Jon Hjørnevik (Copy)

Per Thoresson Lund (Design)
Meghan Beaton (Project manager)
Heidi Sperre-Flesland (Digital director)
Svein Roger Selle (Consultant)

The film was produced by the South African production agency Grinder Films and was shot in Warsaw.

Director: Simon Barnes
Producer: David Rowley

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