Food and beverage agency quench has created a campaign celebrating imagination for Sun-Maid Growers of California, which has transformed the humble raisin into a range of snacks that are both delicious and better for you.
In this :30 animated TV spot titled “Imagine That,” a child envisions that raisins are a naturally sweet entry to a world of amazing snacks, such as Yogurt-Covered Raisins, Sour Raisin Snacks and S’mores Bites. The colorful, fantastical production incorporating green screen and animation is by Brazil’s acclaimed O2 Filmes and will air on A&E, Animal Planet, Food Network, Hallmark, HGTV, ION, ID, TLC, Weather Channel, Freeform, Nick Jr., Nicktoons, Nickelodeon, Boomerang, TBS, and Cartoon Network.
To help demonstrate Sun-Maid’s commitment to imagination, quench worked with Sun-Maid to develop the Board of Imagination, a PR-driven activation that will recruit kids to lead the energization of the concept. Paid and organic messaging and a contest will be used to generate discussions about the importance of imagination and to encourage entries and voting. Five children will be selected by Sun-Maid to receive a $5,000 scholarship towards a college 529 account, a $5,000 donation to their school and a year’s supply of Sun-Maid snacks for their school. Internally, Sun-Maid will incorporate changes such as new titles for executive leaders reflecting its commitment to developing and maintaining imagination, and giving employees a new paid company holiday:“Imagination Day.”
CreditsClient Sun-Maid Growers of California Agency quench, Philadelphia and Harrisburg, PA Ronaldo Jardim, chief creative officer; Bill Starkey, executive creative director, art director; Keith Seaman, art director; Sam Renner, copywriter; Matt Campbell, integrated head of video. Production Company 02 Post, São Paulo, Brazil Marcus Alqueres, director; Rafael Fortes, exec producer; Rejane Bicca, Luiz Braga, Chica Mauger, producers; Edney Tamashiro, line producer; João Pádua, DP. VFX 02 Post Paulo Barcellos, postproduction general manager; Felipe Andriolo, postproduction executive; Rafaela Bitencourt, postproduction executive assistant; Rosa Felix, postproduction coordinator; João Pedro David, postproduction coordinator assistant; Rosa Felix, VFX editor; Rodrigo Guedes, VFX producer; Jessica Madeira, VFX line producer; Emerson Bonadias, Gilmar Moraes, Ricardo Bardal, VFX supervisors; Luciano Cequinel, Rafael Casagrande, Renan Ashikawa, VFX compositors; Ricardo Bardal, Gilmar Moraes, 3D supervisors; Francois Puren, animation, rigging and VFX; Chrystie Lira, FX TD; Edvaldo Souza, VFX & R&D; Bruno Sabe, modeling; Gustavo Groppo, Leonardo Chung, modeling & texture; Max Beggs, generalist & modeling; Luis Dourado, art director & coordinator; Adriana Cardozo, Felipe Rio Branco, matte painting; Bruno Jacob, concept artist; Pedro Andreta, editor. Music Company PUNCH Audio, São Paulo, Brazil Lili Aragoni, exec producer; Christiano Pinheiro, music & sound design supervisor; Tony Berchmans, composer. Sound Design PUNCH Audio Gustavo Guanaes, Fernando Martinez, sound designers; Leticia Nunes, Juliana Pontes, producers.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More