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.”
Credits
Client 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.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
