This spot is part of a campaign from Droga5 New York which puts the spotlight on how client Blue Apron is changing the food system for the better, bringing fresh ingredients directly to consumers while positively impacting the environment.
In this :60 (with a :30 version) titled “Better Food, from Scratch” and for the overall campaign, Droga5 blends the worlds of live action and food photography with whimsical animation to share Blue Apron’s story as a leader driving change to our current food system.
Launched in 2012, Blue Apron makes incredible home cooking accessible by delivering original recipes and fresh ingredients to customers nationwide.
“At Droga5 we love the opportunity to partner with bold brands built on making a positive impact on culture and industries,” said Neil Heymann, executive creative director, Droga5. “Blue Apron is an innovative company taking radical steps to improve the food system, yet most people don’t know about the work they’ve been doing behind the scenes for the past few years in this space.”
Major Briggs and Matt Russell of Ruffian directed “Better Food, from Scratch.”
Credits
Client Blue Apron Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Neil Heymann, executive creative director; Brian Eden, Ben Grube, associate creative directors; Ryan Paulson, creative writer; Adrian Chan, David Spradlin, art directors; Evan Barkoff, copywriter; Rob Trostle, executive design director; Toga Cox, sr. designer; Daniel Perlin, director of experience design; Annie Ha, sr. UX designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bryan Litman, co-heads of broadcast production; Mike Hasinoff, sr. broadcast producer; Mike Ladman, Ryan Barkan, music supervisors; Niklas Lindstrom, head of interactive production; Jen Mann, executive producer, interactive; Nicole Bazzionotti, interactive producer; Cliff Lewis, head of art production; Nichole Katsikas, art producer; Jonny Bauer, global chief strategy officer; Harry Roman, co-head of strategy; Jonathan Gadd, group strategy director. Production Ruffian Major Briggs, Matt Russell, director; Theo Garland, DP; David Richards, exec producer; Sheila Eisenstein, head of production; Matt Marsh, producer; Daniel Frost, designer; Fergal Connolly, food stylist; Zoe A’Court, production manager. Editorial Elena De Palma, editor. Postproduction Analog Color The Mill Fergus McCall, colorist; Natalie Westerfield, color producer. Original Music Walker Sound Design Factory Neil Jonnson, sound designer; Becs Bell, audio producer. Audio Post Heard City Mike Vitacco, audio mixer; Gloria Pitagorsky, managing director; Sasha Awn, exec producer; Andrea Lewis, producer. Illustrator Blink Art Daniel Frost, illustrator.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
