Dairy, beverage & culinary brand gets an arresting visual treatment, while retaining its organic vibe
The new commercial for the Almarai family of brands is titled, "Trusted Freshness." and in addition to the high-quality dairy, beverage, and culinary products for which it is known, the phrase could be used to describe the spot’s visual treatment. Created via JWT Riyadh, produced by Dreambox, and directed by Plástico (represented via the Easy Mondays+Poster partnership in the US), the spot seamlessly takes us through the farming, procurement, and preparation of the ingredients required for a delicious meal. The actors remain still, and only the camera moves, from farm, to home, to kitchen (where steam rises from the pan on the stove), and, finally, out back, to a family BBQ complete with grilling, and a beautifully dressed table.
Despite the lack of motion, the characters are alive with a passion for food and time spent together.
Ale Ruax of Plástico explains the genesis of the production: "The original script was a series of traditional vignettes, and I presented the idea of doing everything in one shot,” he says.
“We wanted to retain the organic nature of the film, because the product itself is organic and fresh. So the real challenge was to get the sets and timing perfect, while always highlighting the product.” This required extensive rehearsal and choreography, Ruax related, “while getting it all done within the time allotted."
Plástico is a joint creative project founded by directors Ale Ruax and Rama Martínez. Ruax launched his career in production, working with top directors across the globe. Martinez mastered the art of conceptual design. The pair expanded their team to join forces with frequent collaborator Maca Rubio, a director with experience creating stunning commercials and music videos. To her work, she brings a unique eye for art direction, accomplishing ambitious goals without neglecting poetry and beauty. Plástico's work is like no other. Their style is unique, fresh, and always young. Their clients include Nike, Adidas, McDonald's, Burger King, Sony, Diesel, Pepsi, 7UP, Gatorade, Coca-Cola, Sprite, Volkswagen, and Ford, Chevrolet, Peugeot, Renault, Nissan, Toyota, amongsts. Individually, Rubio has worked with Adidas, Levis, Sedal, Nestle, Schneider, and more.
The Plástico collective is represented stateside via the Easy Mondays+Poster partnership.
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More