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.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
