Traditional baby strollers were slow and cumbersome, but Bugaboo/Amsterdam offers sleek, compact strollers that can be opened with one hand. A new model, the Bugaboo Bee, will be introduced in the U.S. in September, supported by a campaign that features a video that displays the stroller in “a marriage of styles–modern dance, Cirque du Soleil and a Busby Berkeley musical,” said director Vince Marcello of Tempered Entertainment/Los Angeles.
“Bugaboo Bee” is a 2:48 video that features four dads operating the strollers in a city setting that is overcome with an array of dancers, who transform the film into a work of dance theater. The four dads dance too, deftly pirouetting around the strollers and opening them smoothly, which demonstrates their functionality.
“People want a smaller, more nimble and agile solution and we asked how could we bring it to life?” said John Boiler, creative director at El Segundo, Calif. based ad agency 72andSunny. “We came up with the idea for a dance musical and focused on the dads who play with the strollers, get lost in the city and realize they forgot their babies, so that’s when the moms come in.” They appear near the end of the film and the couples insert their babies into the strollers and walk away smiling.
The four dads were chosen with demographics in mind; there’s “a geeky one from the Silicon Valley and an African American musician from the Village,” Marcello said. Meanwhile, the choreographer Lance MacDonald directed a cast of 20 dancers who merge with the cityscape and interact with the dads.
The film was shot at Hollywood studio The Lot in January with the Sony F900 camera. A key to the postproduction was color correction. “We lassoed the stroller colors to keep the strollers bright and made the colors around them more muted,” Marcello said.
The fast pace of the film is achieved by rhythmic shots from all angles, including overhead. “They wanted a fresh feel so we took modern dance and integrated it with Busby Berkeley-style overhead photography for a kaleidoscopic feel,” Marcello said. “We gave it a combination of modern dance and hip hop with a minimalist modern approach to dance.”
The film, which plays at Bugaboo.com, YouTube, Google Video and other social and entertainment sites, is part of a campaign that also includes print, web banners and outdoor ads. In September, the film will play on the Reuters billboard in Times Square, Boiler said.
FCB Stays Atop The One Club’s Year-End Global Creative Rankings
FCB ended the year repeating its top positions in The One Club for Creativity’s Global Creative Rankings, with FCB New York again crowned Global Agency of the Year and FCB Global finishing as Agency Network of the Year for 2024.
The annual worldwide benchmark report is a comprehensive ranking of agencies, brands, countries, and individuals based on points earned from winning entries in The One Club’s eight global, regional, and local awards shows: The One Show 2024, ADC 103rd Annual Awards, Type Directors Club TDC70 competition, Art Directors Club of Europe ADCE Awards 2024, ONE Asia Creative Awards 2024, and The One Club Denver, San Diego, and Miami chapter 2024 awards programs.
“The Global Creative Rankings is the industry’s most comprehensive and transparent ranking,” said Kevin Swanepoel, CEO, The One Club. “There are no secret weightings in calculating the rankings, and unlike others, it’s not hidden behind a paywall. As the industry’s foremost nonprofit organization for the global creative community, The One Club is in a unique position to provide this free, definitive measure for global creative excellence to everyone in the industry.”
Highlights of the Global Creative Rankings 2024 are below.
Global Agency Rankings
FCB New York
Rethink Toronto
McCann New York
TBWAMedia Arts Lab Los Angeles
Serviceplan Germany Munich
Dentsu Inc. Tokyo
FCB Chicago
Marcel Paris
VML New York
Ogilvy PR New York, Publicis Conseil Paris (tie)
Independent Agency Rankings
Rethink Toronto
Serviceplan Germany Munich
Wieden+Kennedy Portland
Brand-Side Agency... Read More