Laura Trust and Alan Litchman, husband and wife co-owners of Finagle a Bagel needed a new campaign that communicated the quality of their wholesale product and the ties to their Boston roots. They approached Mike Goldberg and Kenny Lee of New York-based Mason Street Creative with the task of developing work that could break through creatively, yet, not break the bank. Through a series of conversations and a visit to the factory, the agency and client marketing partnership seem to draw their inspiration from those memorable work-based sitcoms like Taxi and Cheers.
Each webisode highlights the passion and dedication that five Finagle factory workers (Ross, Charly, Luke, Alan and Mikey) share for making Finagle bagels. It was filmed at Finagle¹s Headquarters and Bagel facility in Newton, MA.
A strong collaborative spirit between the creative team and the Finagle executive team, whose senses¹ of humor are closely matched, helped shape the scripts. Mason Street was also responsible for the filming and execution of each element of the campaign. The result from this working partnership is an innovative multi-media campaign, complete with TV commercials, online banners, a website and webisodes.
What attracted Trust and Litchman to Mason Street Creative was the agency’s ability to “punch above its weight class.” Mason Street founder, Mike Goldberg, along with creative partner, Kenny Lee, are veterans from Hill Holliday NY, JWT and McCann Erickson (Goldberg) and Attik, Y&R and TBWAChiatDay. With everything they do, they strive to offer clients the creative vision and leadership they acquired along the way, without the extra layers or financial inefficiencies. The fact that Goldberg is an accomplished director, as well as an agency creative director, helped streamline the process and insure creative vision in all facets of the campaign.
As Finagle continues to penetrate new markets, look forward to more episodes from the boys of bagel-town.
The media buying and planning was done by Bea Murphy, President of M Media.
CREDITS
Client: SJB Bagel Makers. Finagle a Bagel. Laura Trust and Alan Litchman,
Co-Presidents
Brand: Finagle a Bagel
Website: http://www.finagleabagel.com
Spot Titles: Savant, Action Figure, Inventory, Inner Thoughts and Schmears.
Agency: Mason Street Creative
Agency Website: http://www.masonstreetcreative.com
Executive Creative Director: Mike Goldberg
Creative Director: Mike Goldberg, Kenny Lee
Art Director: Mike Goldberg
Copywriter: Kenny Lee, Mike Goldberg
Agency Producer: Mike Goldberg
Production Co: Mason Street Creative
Executive Producer: Mike Goldberg
Director: Mike Goldberg
DP: Peter Gordon
Editorial Company: Ape Science
Editor: Steve Covello
Music Company: Fluid
Composer: Ryan Lott
Sound Mix Company: Bishopsonics
Sound Mixer: Carl Bishop
Principal Performers: Ross Degraw, Allan Enlow, Mike Chiavaroli, Charles Murray, Luke Sholl
