Kodansha, a publisher spanning magazines, novels, manga and anime, has initiated its first brand campaign via New York agency Gretel.
The effort includes this spot, “Taking Flight,” directed by Juan Cabral of MJZ, driven by an original piece of music from duotone audio group designed to capture the spirit of writing, reading and discovering exceptional pieces of media and art.
Client Kodansha Agency Gretel, New York Greg Hahn, principal & founder; Ryan Moore, executive creative director & partner; Sue Murphy, creative director; Josh Engmann, art director; Thomas Kemeny, copywriter; Nicole Schofield, producer. Production MJZ, bicoastal/international Juan Cabral, director; David Zander, president/exec producer; Emma Wilcockson, exec producer; Natalia Mussolana, line producer; Leandro Filloy, DP; Sebastian Orgambide, production designer. Production Services Labhouse (Argentina) Editorial Emiliano Fardaus, editor; Daniel Prync, assistant editor; Julieta Fernandez Castagnino, post producer. Music/Sound duotone audio group, bicoastal Peter Nashel, creative director/founder; Landon Knoblock, composer; Ross Hopman, executive music producer; Giovanni Lobato, sr. music producer Sound Design LSD, Santa Monica, Calif. Rohan Young, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, mixer.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
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