D'Arcy Ireland uses 3D animation in TV ads for Munchsters

Glanbia is turning to unusual animation styles in a new TV campaign to launch its children's lunch-box product, Munchsters.

D'Arcy Ireland has used a new French 3D animation technique to produce a series of ads that it admits may annoy adults, but hopes will ultimately communicate well with children. The main target will be the audience of ITV's Saturday morning show, SMTV Live, with additional slots running on Nickelodeon and the Cartoon Network.

The one 30-second and two ten-second slots will break nationally on 2 September on both satellite and terrestrial television.

The ads were written by Ricard Holmes and art directed by Richard Lamb-Hughes at D'Arcy Ireland. The animation was by SoandSau and Passion Pictures.

The media planning and buying is through D'Arcy Ireland.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).