This tongue-in-cheek "admissions video" for Reese’s University (RU) shows the virtue of the peanut butter cup–part of a campaign created with an immersive brand world at its center replete with a website, a line of RU lifestyle wear and merchandise, and social postings encouraging prospective students to “find their passion” at RU.
Reese’s peanut butter and chocolate cup fans are invited to submit an application to join the “Fighting Cuppies” (and their larger college community, known as “Peanut Butter Nation”). RU enrollees will receive special communications, offers and experiences from the brand in the coming months.
Hank Perlman of Hungry Man directed this video–for two agencies, dentsu mcgarrybowen and Reese’s in-house shop, C-Sweet Studios–which introduces us to the way of life and higher pursuits at RU, a place where there’s no limit to what you can do with chocolate, with peanut butter, with life.
CreditsClient Hershey/Reese’s Agency C-Sweet Studios (Reese’s in-house agency) Agency dentsu mcgarrybowen Production Hungry Man Hank Perlman, director.
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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