Wieden+Kennedy NY created this “Now It’s a Game” campaign for Thursday Night Football on FOX. The package includes an “anthem” piece as well as six individual key matchup spots–all directed by Craig Gillespie of MJZ (whose feature credits include the lauded I, Tonya).
Among the promos is “Diner” which introduces us to a waitress who explains to a customer why an NFL game–specifically this week 6 Thursday Night Football matchup pitting the Philadelphia Eagles against the New York Giants–is an important piece of must-see TV, an event to be savored and cherished.
Credits
Client FOX Sports/Thursday Night Football Agency Wieden+Kennedy New York Karl Lieberman, executive creative director; Gary Van Dzura, Laddie Peterson, creative directors; Matt Herman, Matt Mulvey, copywriters; Lawrence Melilli, art director; Nick Setounski, head of integrated production; Alison Hill, executive producer; Jacob Lincoln, producer. Production MJZ Craig Gillespie, director; Emma Wilcockson, exec producer; Deb Tietjen, line producer; Joost Van Gelder, DP. Editorial Spot Welders Haines Hall, Paul Sabater, editors; Dustin LaForce, Carolina Padilla, post producers. Finishing Bonfire Brendan O’Neil, conform. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Sound Lounge Tom Jucarone, mixer; Marshall Grupp, sound designer; Becca Falborn, sr. producer.
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.”
