Last year, Johnsonville created a limited run of t-shirts using a member’s (employee named Shawn) tagline, “You Can’t Spell SaUSAge Without ‘USA’” written across the chest. The shirts were a huge hit on the brand’s social channels, garnering a surprising level of positive sentiment.
This led agency Droga5 NT to the insight that consumers might be compelled to hear the story of Johnsonville’s All American origins and that the “Made in the USA” claim not only built trust and quality associations, but improved purchase intent as well. This insight led to a simple campaign premise: this summer, let’s remind America that “Johnsonville brats are made in the U.S.A.!”
So for the third installment of the “Made the Johnsonville Way” campaign, Johnsonville once again turned to its employees for the commercial ideas. This time around, four-year Johnsonville employee, Tammy, had her all-American commercial dream come true. After all, you can’t spell SaUSAge without U-S-A!
Tammy’s “Made in the USA” spot combines two of her favorite things: musicals and America. It all starts with a little girl innocently asking her mother where Johnsonville brats are made. Her mother, with the help of a town full of people, answer the girl in the most over-the-top Broadway-esque fashion.
This campaign launch spot was directed by Adam and Dave of production house Arts & Sciences. Second Child was production company on the Tammy interview portion of the spot.
CreditsClient Johnsonville Agency Droga5 NY David Droga, creative chairman; Scott Bell, executive creative director; Kevin Weir, Chris Colliton, creative directors; Dan Litzow, copywriter; Max Friedman, art director; Amanda Revere, Andrew Slough, executive producers, film; Jonny Bauer, global chief strategy officer; Ben Brown, strategy director; Newman Granger, strategist. Production Arts & Sciences Adam and Dave, directors; Toby Irwin, DP; Mal Ward, exec producer; Patrick Harris, producer; Noel McCarthy, production designer. Production (Tammy interview portion) Second Child Scott Chin, exec producer; Sara Vander Horn, producer; Andrei Bowden Schwartz, DP; Nick Ljubibich, editor; Joe Garst, assistant editor. Editorial Mackcut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer; Sam Shaffer, sound design. Postproduction MPC Jesse Kurnit, exec producer; Aiste Akelaityte, VFX producer; Warren Paleos, VFX supervisor/2D lead; Bilali Mack, 2D lead; Vishal Darkunde, 3D; Ed Koenig, color exec producer; James Tillett, colorist. Music Butter Music & Sound Ian Jefferys, EP/managing director; Josh Canevari, composer; Kristin Kuraishi, producer. Audio Mister Bronx Audio Post Eric Hoffman, mixer; Molly Burke, producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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