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    Walmart’s “The Feast” gives wings to “Paper Planes” song

    By SHOOTUpdated:No Comments1310 Views

    The song “Paper Planes” has taken off and it’s all thanks to Vapor Music and Walmart’s Holiday campaign. Developed by Toronto’s Vapor Music, and performed by local artists East of Avenue, the track was created for the retailer’s 2014 holiday TV campaign, which features friends and family coming together to celebrate the festive season. “The Feast,” the centerpiece spot of the campaign, was directed by Jorn Haagen of The Corner Store, Toronto, for JWT Canada.

    Right off the bat, “Paper Planes” really resonated with TV viewers. They found the tune to be so catchy that Walmart was flooded by calls from fans wondering about the artist behind the song and where they could find the full length track. That led to Vapor music working with East of Avenue to extrapolate “Paper Planes” and make it available in its entirety on both iTunes and Spotify. The song has turned out to be something of a holiday phenomenon. A “Paper Planes” music video has also been completed and launched on YouTube. 

    “As soon as I heard the song I realized that we had something special on our hands,” said Joey Serlin, president of Vapor Music. “There is a real honesty and lyrical sincerity to the track. The vocal performance is incredible and it feels instantly familiar. I’ve had inquiries from all over North America and Europe about East of Avenue. Record companies, publishers, music licensors, all want to hear more of the band’s material.”

    It all started for “Paper Planes” when ad agency JWT Toronto asked Vapor to create an original track that captured the spirit  and essence of family over the holiday season. The brief was tackled by Vapor’s Sean Fischer, one half of singer/songwriter project East of Avenue, who crafted the song’s sincere lyrics. The vocals were provided by East of Avenue’s other half, Noel Thomson.  

    Credits

    Client Walmart Canada Agency JWT Canada Brent Choi, chief creative & integration officer; Ryan Spelliscy, sr. VP/creative director; Sarah Loranger, sr. copywriter; Rita D’Ettore-Berton, sr. art director; Kyla Galloway, copywriter; Chris Huber, producer. Production The Corner Store Jorn Haagen, director/DP; Jennie Montford, exec producer; Todd Husskison, line producer; Nuala O’Flynn, Michael Walker, art directors; Amy Wright, choreographer. Postproduction Rooster Post Paul Proulx, Christina Humphries, editors. Online/VFX Fort York Mike Bishop, Flame artist Audio Production Vapor Music Joey Serlin, creative & voice director; Natalie Schnurr, producer. Song: “Paper Planes”

    ScreenWork Categories:Commercial
    Video Tags:JWT CanadaVapor Music



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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