Aardman rolls out Creature Discomforts - Licensing.biz

Aardman rolls out Creature Discomforts

Ad campaign to challenge and change attitudes towards disability created by Bristol firm.
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Aardman Animations has teamed up with the Leonard Cheshire Disability charity to launch a new campaign to challenge and try to change attitudes towards disability.

The firm has created Creature Discomforts - taking its queue from the award-winning Creature Comforts series, but featuring the hallmark plasticine characters with disabilities, combined with the real voices and experiences of disabled people.

The Aardman team has brought to life new characters including a bull terrier in a wheelchair, a stick insect with a walking stick and a tortoise on crutches.

The drive highlights the disadvantages and discrimination that disabled people experience every day, largely as a result of the ignorance of the wider population. The animations are based on the genuine voices of disabled people describing in their own words the negative attitudes and barriers they experience, which separate them from society.

The Creature Discomforts characters also appear in adverts that will be seen online, in magazines, at bus stops and on the tube from this week. The animations will be aired on ITV from next January.

For a preview, visit creaturediscomforts.org.

"Leonard Cheshire Disability's new campaign is an important step towards changing everyone's attitudes towards disability," said Steve Harding-Hill, director of Creature Discomforts at Aardman. "Working on it has been an amazing experience for us all at Aardman.

"Taking the real voices and experiences of disabled people and creating animated stories that are informative, entertaining and poignant has been an immense but incredibly satisfying challenge."

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