This Thursday marks the final chapter in the riveting transmedia web series Daybreak 2012. Presented by AT&T, the innovative experience was created by BBDO and Tim Kring (Heroes, Touch, Conspiracy for Good), and brought to life by a creative team that includes RSA and Butcher editorial. nnThe project is a unique expression of brand-integrated entertainment, involving a seamless marriage of episodic content, technology, advertising and powerful online and app-based engagement. The action packed series, directed by Jon Cassar (24), involves a global conspiracy where technology and the dodecahedron symbol are keys to unlocking humanity’s future. nn”As models change, there are compelling opportunities for brands in the entertainment space,” notes BBDO Creative Director David Carter, whose work with Butcher co-founders David Henegar and Rob Van goes back to the groundbreaking BMW Films campaign. “However, given the massive competition for eyeballs in all media, brand elements need to be seamlessly integrated with narrative to really engage viewers. I’m really proud of what we created with Daybreak 2012.”nn
nnBBDO New York developed the concept for AT&T and then teamed with television producer and master storyteller Tim Kring and director Jon Cassar for the online series. BBDO then tapped Butcher editorial as a trusted partner in the edit and post process based on previous collaborations with the agency on complex, groundbreaking brand engagements for HBO and others. Under the direction of EP/Partner Rob Van and Editor/Partner David Henegar, Butcher oversaw creative editorial and post on the five-part series, working hand in hand with the television and advertising based content partners. David Henegar and freelance television editor Ray Daniels were lead editors who harnessed combined vast experience in both television and advertising to shape the episodic thriller. The expansive project involved the entire Butcher team in a highly orchestrated six-week collaboration that included final finish. In addition to the offline, Butcher’s Smoke artist Zac Dych finished over 50 minutes of content that included VFX, final conform, and all the online deliverables to the various media outlets. nnThe episodic series is featured on the Daybreak 2012 website which encourages visitors to explore the technology featured in the story, enter to win an HTC One X, and further explore the interactive story by downloading a custom Jack Boxer game app. nn”BBDO NY is about innovation on the highest level, with a willingness to push boundaries with inspired ideas,” comments Butcher’s Dave Henegar. “To depart from the :30 spot, tell a complete story and be entertained while still in the brand space – that’s all part of Daybreak 2012. Being a part of the process has been creatively rewarding and exciting to everyone at Butcher.”nnIn 2012, Butcher moved to an expanded studio, adding VFX and finishing to complement its creative editorial roster David Henegar, Teddy Gersten, Gordon Carey, Keith Salmon, and Chris Scheer. The company’s most recent projects include commercials for Acura, Starbucks, BING, Intuit, Schlage, and Suzuki. For more information on BUTCHER editorial please visit www.butcheredit.com.nnnnnnnnnnCreditsnConcept: BBDOnSeries Producers: Tim Kring & Jules DalynScreenplay By Raven MetznernnAgency: BBDO NYnChairman/Chief Creative Officer: David LubarsnECD: Greg HahnnCDs: David Carter, Adam Reeves, and Danilo BoernEPs: Julian Katz & Nicholas GaulnnProduction Company: RSA FilmsnDirector: Jon CassarnEP: Tracie NorfleetnnEditorial/VFX/Post: BUTCHER editorialnEditors: Dave Henegar, Ray Daniels, Teddy Gersten, & Chris ScheernAssistant Editors: Kelly Hanson and Dustin LaForcenSmoke Artist: Zac DychnEP: Rob Van…nnVFX/Titles: Zoic StudiosnExecutive Producer: Gina Fiore & Eric McCaslinenCreative Director: Simon MowbraynProducers: Jennie Burnett & Cally MortonnArt Director: Tony MeisternExecutive Creative Directors: Loni Peristere & Chris JonesnnColorist: Clark Mueller, IncendioJessie Nagel Hype 323.938.8363 x102 Contact Jessie via email
NYF Advertising Awards Open for Entries: Grey New York and New York Festivals Launch ‘No BS Allowed’ Campaign and Plant Seeds of Growth
The New York Festivals Advertising Awards is now officially open for entries for the 2025 competition. Grey New York has teamed up with New York Festivals Advertising Awards to unveil a bold new creative campaign, titled “No BS Allowed,” for the show’s 2025 awards season. The campaign serves as a call for entries, challenging the advertising industry to reject superficiality and focus on creating work that truly matters. The New York Festivals Advertising Awards, known for celebrating the world’s most innovative and impactful advertising, is taking a hard stance against the industry’s reliance on inflated metrics, fabricated buzz, and empty results. In this provocative campaign, these industry conventions are reimagined as something more tangible and valuable: fertilizer for growth. Thiago Cruz, Chief Creative Officer at Grey New York. “New York is famously known for not putting up with BS, so we’re ensuring our festival stands for that too. We’re looking for work that truly drives both cultural and business value for clients.” The campaign humorously relabels case studies' so-called "BS" with sharp accuracy, exposing the elements that undermine true creativity:
- Made-up tweets
- Inflated number of impressions
- Lots and lots of positive sentiment