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.”
CreditsClient 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.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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