From Tundra to Table  - Cover image
From Tundra to Table  - Cover image

From Tundra to Table

Matprat

In this campaign for MatPrat and the Norwegian Agriculture Agency, Anorak used an old technique to create a whole new universe.

The Challenge

How can we get more Norwegians, especially young people, to eat reindeer meat? Reindeer meat has all the qualities that people demand of their food today -it’s local, historical, healthy and the animal welfare is high.

The Solution

We decided to tell the story behind the meat using an old technique to create a whole new universe. We wanted to explore the history of this mythical and somewhat mysterious creature. The story is told by Lene, a rewarded, Sami actor who stepped away from the spotlight to become an apprentice in the family reindeer husbandry.

The Result

The campaign is shot live in-camera. The reindeers were drawn frame-by-frame in 2D by hand, then integrated into the physical sets by a technique called Pepper’s Ghost. This holographic effect was popular in theatres and amusement parks in the 1800s. The unique films run primarily on television with shorter versions on social media.