A new iteration of Stonefire’s “Bread You Gotta Know About” campaign, this “Lunch Break” spot–directed by Mike Warzin of Arts & Sciences for FCB Chicago–aims to enlighten Americans about Stonefire Naan bread.
“Lunch Break” takes the conversation to new heights–600 feet in the air at a construction site where a worker doesn’t know about Stonefire Naan bread. His fellow hard-hat workers poke fun at while educating him, demystifying naan and highlighting its delicious, fluffy, flatbread nature, showing a wide assortment of creations they’ve packed in their lunch boxes.
The repetitive word-of-mouth nature of the “Lunch Break” is strategic, showcasing a diverse array of tasty creations where naan replaces conventional bread–for a diverse range of construction workers, each extolling the virtues of Stonefire Naan bread.
Andrés Ordóñez, chief creative officer, FCB Chicago, said, “Stonefire is an amazing brand and dominates the naan bread category. But we needed to create a campaign that captures the attention of conventional bread fans and informs them that naan is simply the better option. Creatively, we find that sometimes the best way to get people to remember what you tell them, is to say it over and over and over again.”
Credits
Client Stonefire Agency FCB Chicago Andrés Ordóñez, chief creative officer; Mollie Partesotti, chief strategy officer; Chris Walker, Alan Shen, SVPs, creative directors; Rachel Bottlinger, associate creative director; Nik Szpak, copywriter; Parker Parillo, art director; JP Palmer, SVP, director, strategic planning; Nate Jones, sr. strategic planner. Production Company Arts & Sciences Mike Warzin, director; Alex Disenhof, DP; Christa Skotland, director of production. Production Services The Salmon Natalie Winardi, exec producer (The Salmon); Erik Wilson, line producer. Editorial Whitehouse Matthew Wood, editor; Toni Alvarex, assistant editor; Kristin Angeletti, sr. exec producer; Kristen MacDonald, producer. VFX The Mill Chris Connolly, exec producer; Matt Pascuzzi, creative director; Lucia Hill Barroso, 2D lead; Tim Crean, Mo Thavornwatanayong, Julien Acouturier, Liz Yang, Rajesh Kaushik, 2D assists; Daniel Bayona, DMP; Jacqueline Beck, project manager; Ashley Ayarza Woods, colorist; Lauren Yianilos, producer. Music The Elements Michael Nocny, composer. Sound Design Another Country Pete Erazmus, sr. sound designer/mixer; Lucas Hansa, audio assistant; Louise Rider, exec producer; Josh Hunnicutt, producer.
Children’s charity Barnardos is releasing this thought-provoking film created by BBH Dublin to highlight the challenges some children in Ireland face.
Barnardos knows that to understand a child’s issues takes time and work. It’s not a quick fix.
That forms the basis of the new film in the “Change Their Story” campaign, which follows a young boy recounting a childhood birthday. It begins with him telling a story of a perfect day, surrounded by friends, family, presents and a huge cake topped with candles.
The story is then retold again and again. With each blow of the candle, more of the facade is chipped away to get to the truth; that his birthdays weren’t very special. The story ends with the boy, now in his teens, opening up about his real childhood experience to a Barnardos keyworker. All laddering up to the enduring line, “Because childhood lasts a lifetime.”
BBH Dublin worked closely with Barnardos to capture the reality of the healing process on film--how it’s an ongoing journey that requires continued support. David Leon directed via production company Iconoclast.
Evonne O’Rourke, production lead, BBH Dublin, added, “We felt a real responsibility to produce a piece of work that had impact and the power to support the brilliant work that Barnardos does. We knew we had a great script on our hands, but it was crucial that the idea was underpinned by craft that protected the authenticity of the story.
“It was a fine balance to strike--the production design, edit, sound design and color grade all had key parts to play in shaping and enhancing the narrative but not in a way that would overpower or become the focal point of the film.”
[video width="1920" height="1080"... Read More
