Creative Partner Camp Lucky Serves Up “Tasty Fruit”
An all-natural, CBD-infused beverage, MAD TASTY is far from ordinary. With a unique origin story, street art style branding, and flavors that range from watermelon kiwi to unicorn tears, MAD TASTY’s first campaign needed to be as sparkling and unconventional as the brand itself. To deliver on this promise, MAD TASTY turned to Camp Lucky as a creative partner for an irreverent, vibrant campaign. The hero spot, “Tasty Fruit” goes down like a 1990’s sun-splashed commercial turned on its head, complete with a music track that’ll get stuck in your brain. The campaign is launching in parallel with National Stress Awareness Month, with year round levity and chill in mind.
“I am excited to release our first brand commercial with Camp Lucky,” says Ryan Tedder, founder of MAD TASTY. “It is long overdue as we started brainstorming pre-COVID. Our intention was to introduce the brand in a longer-form video format to show our fun and effervescent personality. Regarding talent, I had worked with Adam Littke, the commercial director, on a past project and thought his idiosyncratic characters stylized with a throw-back vibe could deliver the comedic tone I was looking for. If you don’t know a lot about MAD TASTY, this first commercial is all about making you laugh and inviting you to learn more about MAD TASTY and the super plant hemp’s star cannabinoid, CBD.”
MAD TASTY was born in Santa Monica in 2018 when Grammy-winning producer/singer/songwriter and lead singer of OneRepublic, Ryan Tedder, was looking for the ultimate functional and hydrating beverage to help him zone in, not out, on stage and in long production sessions.
MAD TASTY is all about being part of people’s fun, busy, and creative lives and is front and center in “Tasty Fruit,” albeit in a hilariously in-your-face (and mouth) send-up of ads of yore. Working closely with the MAD TASTY team, Camp Lucky led the charge as a complete creative studio, providing concept through delivery on the spot, which was written and directed by Adam Littke.
“We had the freedom to develop a pure creative direction for MAD TASTY,” says writer/director Adam Littke. “They trusted us completely and the final product shows it. Every aspect of Camp Lucky’s creative studio touched the project and we couldn’t be happier to be a part of this collaboration.”
To heighten the experience of MAD TASTY’s hero spot, they have partnered with Boulder Media House, the exclusive USA production partner for Vudoo, a global pioneer of interactive video technology. Vudoo’s technology enables users to turn video content into clickable and shoppable experiences and facilitate a deeper connection with audiences, empowering them to take video engagement to a whole new level. Click here to view the interactive version of “Tasty Fruit.”
In addition to its calming properties and deliciously refreshing flavors, for every 12 ounces of MAD TASTY sold, MAD TASTY donates 12 ounces of clean drinking water to people and places in need via non-profit Drop4Drop.
Doe-Anderson Hires Marianne Newton as New VP, Director of Integrated Production
Full service ad agency Doe-Anderson has hired Marianne Newton as Vice President, Director of Integrated Production. Newton previously worked at DDB, mcgarrybowen and GSD&M and has freelanced at agencies Highdive, McCann, FCB and Dentsu, among others.
Doe-Anderson President and Chief Creative Officer Leyla Touma Dailey, who first met Newton when they were both based in Chicago, commented, “Marianne has been an incredible asset on many of our projects, including our work for Maker’s Mark and the Georgia Aquarium. Having her officially join us full-time feels like she’s coming home. Her energy and expertise make her an amazing fit for our thriving culture at Doe-Anderson.”
Newton has a rich background as an integrated producer, having led teams through strategic brand campaigns across all platforms both nationally and internationally. Her extensive production experience has taken her as far and wide - from Australia and New Zealand to South Africa and South America. She has helped create award-winning work with recognition from Cannes Lions, D&AD, One Show, Clio’s, Addy’s and Effie’s.
As to what attracted Newton to the opportunity, she added: “I'm thrilled to join Doe-Anderson – I was drawn to the momentum and energy of this independent agency, its people, the culture and the creative leadership of Leyla Touma Dailey."