For its new “Strip Down to Naked” campaign, the Naked Juice brand teamed with agency Cramer-Krasselt, Chicago, to create work that would inspire people to escape from everyday life–stripping away the unwanted, the hassles of the daily routine–and instead do what makes them feel good, like drinking delicious 100% fruit and veggie juices from Naked Juice.
Visual effects artist Olivier Gondry directed the campaign’s two spots while his brother Michel Gondry, writer and director of Eternal Sunshine of the Spotless Mind, served as creative director. The Gondrys worked via production house Partizan with Fell Visuals serving as VFX house.
In this spot titled “Sidewalk,” viewers are transported form a busy backdrop of everyday life that is physically stripped way to reveal an escape to a new, serene environment.
Credits
Client Naked Juice Agency Cramer-Krasselt, Chicago Marshall Ross, chief creative officer; G. Andrew Meyer, executive creative director; Christina Calvit, group creative director; Jim Bernardin, Andres Schiling, associate creative directors; Tom Cronin, producer; Lizzie Bartek, planning director; Audrey Williams, sr. campaign manager. Production Company Partizan Olivier Gondry, director; Michel Gondry, creative direction; Amanda Clark Altham, line producer; Lisa Tauscher, exec producer. Editorial Whitehouse Post Marin Leroy, editor; Melanie Klein, producer. VFX Fell Visual Effects, Los Angeles Olivier Gondry, Russell Fell, VFX lead artists; Rachel Koch, exec producer; Andre Steyn, VFX supervisor. (Toolbox: Flame, Maya, Photoshop) Music & Sound Design Sonixphere Audio Wave Studios, Chris Afzal, sound designer & mixer; Eleni Giannopoulos, producer.
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
