Actor-activist Jenny Yang partnered with Ajinomoto to bring to light some of the misconceptions about MSG and highlight how to eat clean based on scientific evidence.
Directed by Paul B. Cummings, the spot opens with Yang conceding that she’s willing to delve into the Goop buzz and try their many recommendations for healthy living including red-light therapy and beet cocktails. Yang goes on to detail some of the issues with Goop and other brands arbitrarily deciding that her grandma’s red braised pork belly is less “clean” than your grandma’s chicken pot pie.
The spot concludes with Yang’s invitation to the “Goop Goddess” to join her for an MSG-based feast and take a fresh look at ‘clean eating.’
SPW Credits
Agency: Edelman ECD: Jesse Suchmann, CD: Conor Hogan, AD: Madelyn Fetzko, Jasen Wong: Senior Copywriter, Group EP: Ari Pomerantz, Senior Producer: Gina LoPinto, EVP: Jennifer Horowitz, VP: Stephanie Walker, Senior Account Sup: Victoria Kwan, Project Director: Mamo Arima
Production Co: Tuff Director: Paul B Cummings, EP(s) Max Rose & DJay Brawner, Producer: David Johnson, DP: Sam Brownfield, Production Designer: Lauren Meyer, Editor: Paul B Cummings
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’
Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own.
Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.”
Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More
