The Swedish newspaper, Metro is the official sponsor of the Eurovision Song Concert 2012 and asked Morris Pinewood Stockholm to come up with an advertising campaign to communicate this. The resulting concept was based on the link between song birds and music and was inspired by a comic strip printed on the inner sleeve of the LP “Birds” by the dutch group Trace
Pairing different breeds, styles and species of birds with the characteristics of the artists gives a wide array of visuals to be used as substratum for the whole campaign. A juxtaposition of bird aesthetics and the classic clichés of schlager music; the classic boy band, the country/schlager singer, the stiff electro pop male, the flirty euro disco, the spectacular etno band and last but not least the chorus driven anthems.
Morris Pinewood also created 6 short animations to be used as TVCs.