Droga5 created three short, cinematic films produced by London-based Riff Raff Films (which maintains a creative relationship with The Directors Bureau, L.A.) and directed by English duo The Sacred Egg (Ed Kaye and Alex Mavor) for client MailChimp, an email marketing service. Starting with its name, MailChimp has been a beacon for not blending in. Although people have infamously mispronounced or mistaken their name, MailChimp is not so concerned with what people call them. They’d much rather show you who they are. Because they believe the best way to build relationships with customers, fans or anyone else is to be yourself. For them, that means having some fun with their name.
So Droga5 does just that, being playful with all the different ways people might say “MailChimp.” In the short titled “Jail Blimp,” we are taken to a youngster’s birthday party over which a blimp piñata hovers. When the piñata is inevitably split open, a prison break is sparked. Instead of candy and other treats, mini-convicts emerge from the dirigible, making their descent to freedom.
The films are just a small part of a larger, integrated campaign called, “Did You Mean…?” which will continue to roll out through the next few months. The films have hit the silver screen in select theaters in New York, Los Angeles, Chicago, San Francisco and Atlanta, among other cities. Films are also available online and will appear on TV starting Feb. 20.
