A Fairytale Campaign

• The Bureau of Everything ex Sydney approached Cirkus to conjure up an animated film of a  very clever reworking of Sleeping Beauty, with Ferro-grad C as the hero and “Sleeping Beauty”, aka Sleepy Moody, as the heroine who didn’t need rescuing from any Prince Charming …she just needed Ferro-grad.” Energy Ferro-After, positions the brand as a faster-acting, first line defence for iron deficiency, challenging outdated narratives that men need to sweep in to save the day, instead casting women as the heroes, taking their well-being into their own hands.

The Cirkus team, with Christian Greet at the helm, took the traditional 2D animation approach when tasked to create the Sleepy Beauty film. Crafted frame by frame with hand animation over months, each scene unfolds against richly painted backgrounds with subtle subversive touches, deliberately breaking away from the category’s predictable visuals of smiling, dancing women against branded backdrops.