The Marine Corps marked its 244th anniversary in celebratory manner with the release of an ad campaign featuring its first-ever "birthday" running cadence. Conceived by Atlanta agency Wunderman Thompson and featuring a soundtrack composed and recorded by Howling Music, Nashville. The campaign, centered on troops from the corps’ Parris Island, South Carolina performing the spirited call-and-response during close-order drills, won four Bronze Awards for Music at the Atlanta Ad Club’s 2020 American Advertising Awards competition. Written by Wunderman Thompson’s creative team, the cadence evokes the Marines’ history and traditions. The visuals alternate between the marching soldiers and shots of intense training exercises, culminating with the corps’ annual birthday ball. The cadence ends with the refrain, “Old breed new breed, near and far … happy birthday wherever you are.”
SPW CreditsCredits for Wunderman Thompson go to creative director Alan Whitley, copywriters Matt Covington and James McAlister, art director Carlton Adams, editor/videographer Stacey Amos, associate creative director Andrea Overstreet, producers Nancy Landesberg and Rhett Kearsley, executive producer Jane Jacobson, senior account executive Payton Fritch, and account supervisor Melissa Conner.
Music Credits: Howling Music, Nashville. David Grow, president; Ryan Claus, creative director. The Studio, Nashville, Brook Sutton, recording engineer.
Boma | Camp Sugar Brand Identity
Rebel Wilson's Directorial debut “The Deb” premiered as the closing night film at this year’s Toronto International Film Festival (TIFF). Adding a touch of creative flair to the film’s debut, the team at Boma helped in crafting the brand identity for Wilson’s production company, Camp Sugar.
“Rebel and her team approached us with this adorable character design and a simple question: ‘Can we make this happen in time for Toronto?’” shares Jason Cohon. “As huge fans of animation, and with such a fantastic concept from Josh and Meredith on Rebel’s team, it was an easy ‘yes!’”
The :05 identity opens in a serene forest scene featuring a hand-carved wooden sign reading “Camp Sugar.” As the camera reveals two hands gently holding the sign, a little girl playfully peeks from behind, inviting the audience into the world of Camp Sugar. Boma was tasked with designing and animating the 3D environment and character, delivering a fully rendered introduction that will serve as a long-lasting signature for Rebel Wilson’s films for years to come.
“We had so much fun making this and hope to be able to do many more unique versions for all of Camp Sugar’s films.”
Based in Los Angeles, Boma was created to fill a need for quicker turnarounds and tighter budgets while maintaining quality at the highest creative level. With a fully remote pipeline, global partnership across three continents and a team of senior creative talent, Boma is equipped to scale projects rapidly, regardless of budget or timeline constraints.
Read More