Boston-based Arnold Worldwide has turned out its first work as creative agency for Monster.com. The campaign starts with two spots–directed by Benji Weinstein of SMUGGLER–that tap into the sentiment that the old ways of working are relics from the Dark Ages and a new era of job search has begun.
In this spot titled “Junior Scribe,” the title character is reduced to milking a goat for his supervisor’s coffee–with no scribing training or opportunities in sight.
The scenario talks directly to millennial and Gen Z candidates who are grappling to get real workplace opportunity.
Credits
Client Monster.com Agency Arnold Worldwide, Boston Sean McBride, chief creative officer; Greg Nelson, Michael Sullivan, SVPs/group creative directors; Evan Hohenwarter, sr. copywriter; Diana Friedman, sr. art director; Sean Vernaglia, SVP, executive producer; Sam Dapper, associate producer. Production SMUGGLER Benji Weinstein, director; Barty Deardon, line producer; Drew Santasiero, exec producer; Simon Chaudoir, DP. Editorial Cosmo Street Aaron Langley, editor; Anne Lai, head of production. VFX Zero VFX Meg Bailey, exec producer; Jaime Fortuno-Lavi, VFX artist. Color Refinery Rob Bessette, colorist. Audio Soundtrack Boston Mike Secher, audio engineer, sound designer. Music APM Music
Can a sip of coffee spark progress? Family-owned company rolls out its first-ever brand awareness endeavor and illustrates a sustainable future.
A startling statistic: 80 million plastic coffee pods go into landfills daily. One week of this waste could circle the Earth, while one day could stretch from New York to San Francisco.
Committed to using coffee as a vehicle to create enduring change, the responsibly-sourced coffee brand, San Francisco Bay Coffee – which is owned by the Rogers Family Company – along with its creative and media agency of record, Cutwater, have partnered together to launch an all-new brand platform and integrated “One Small Sip For a Better Tomorrow” campaign which includes a series of playful, vibrant animation films, including this anthem piece which shows various people drinking coffee--with a flood of coffee pods falling out of their java mugs.
The remedy: San Francisco Bay Coffee and its certified commercially compostable OneCUP™ coffee pods.
Production and animation were spearheaded by Psyop and Wizz. The pieces were brought to life by directing duo Remus & Kiki. Music, sound design, and audio post were executed by Antfood.
“San Francisco Bay Coffee is the David in a category of Goliaths, yet they hold more true to values and practices we all want from our coffee brands. In addition to great tasting coffee, they innovate toward a better tomorrow. So if we want to make these great leaps of change, all it now takes is one small sip,” explained Cutwater founder and chief creative officer Chuck McBride. “We chose animation because the story needed a special way to help people understand the benefits of compostable pods in a not too serious way.”
