To marry the National Geographic and MINI Countryman brands, uniting them organically around their target consumers’ shared passion for adventure photography, 2C first developed a campaign logo for the MINI COUNTRYMAN ADVENTURE SWEEPSTAKES that captured attributes of both brands and brought consistency across all marketing collateral. The agency then extrapolated a toolkit from the logo development to create 20- and 10-second tune-ins tying the sweepstakes into the promotion of National Geographic Channel series, “America’s Natural Parks.” Finally, 2C approached the main 60-second vignette spot like “bonus content,” presenting a story of acclaimed National Geographic photographer Andy Mann out practicing his craft and showcasing MINI as an enabler of this mission. Equipment: vehicle-mounted stabilizing MoVi units, the Alexa Mini and 2 Sony 4K mirrorless cameras; an A7 for the dash cam; and a smaller A6300 for exterior car mounts.
National Geographic Channel
Tom King – Consulting Creative Director
Melissa Marks – Senior Creative Director, Client Solutions
Leif Skillrud – Production Manager
Danny Bellish – National Partnerships Director, National Geographic
Mini USA
Lee Nadler – Marketing Communications & Launch Manager
UM
Thomas Perretta – Producer
2C
Chris Sloan – Chief Creative Officer
Brian Eloe – Live-Action/Creative Director
Nikki Coloma – General Manager, Senior Director, Operations
Pablo Coig – Editor
Jesus Martinez – Editor
Luis Martinez – Design Director
Bob Cobb – Graphics Executive Producer
Jessica Musumeci – Designer/Animator
Dmitri Zavyazkin – Colorist
Andy Fernandez – Designer/Animator
Ashley Hartford – Manager, Technical Operations
Kelly Lanman – Assistant Editor
Williams Naranjo – Assistant Editor
Collaborators
Lisa Goldsworthy – Line Producer
Kevin Emmons – Director of Photography
Aaron Magee – Designer
Cesar Haliwa – Audio Mixer
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More