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.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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