A new Aveeno Kids cross-media campaign entitled “Kids Can” has recently debuted from full-service advertising agency Doner. With three :15 spots (“Dad,” “Mom,” and “Curly Hair”) and numerous shorter versions, the spots were helmed by the directing team of The Barkers, with animation, VFX, and finishing support from one-stop cross-media production company Sarofsky.
Deftly using the Aveeno’s original Care Crew animated characters featured across the Aveeno Kids product line, these storylines pair Mika the Racoon, Sage the Elephant, Romer the Horse, and Lucky the Llama with vibrant children using the products themselves, and achieving other can-do moments.
SPW Credits
Aveeno Kids “Kids Can” Launch Campaign
Spot Titles: “Kids Can: Dad,” “Kids Can: Mom,” “Kids Can: Curly Hair” Running Times: 3 x 15 with shorter/custom versions for social media
Client: Aveeno Brand Manager, US Baby Care: Ese Awoniyi Associate Brand Manager, US Baby Care: Ilyssa Harbatkin
Ad Agency: Doner EVP Executive Creative Director: Karen Cathel Associate Creative Directors: Matt Reising, Ana Da Silva Figueira, Andres Justo VP Brand Leader: Heather Jenkins Executive Producer: Autumn Hines Senior Project Manager: Christina Feuerstein
Production: By The Barkers Directors: The Barkers Executive Producer: Rick Rosemeyer
Production Services: Goodgate Films Executive Producer: Philip Bolus Line Producer: Paz Zedán Production Manager: Rocío Ríos Director of Photography: Serguei Saldivar Production Designer: Jorge Vujo Production Coordinator: Carolina Arochi First AD: Israel Rincón
Editorial/Design/Animation/Finishing Company: Sarofsky Executive Creative Director: Erin Sarofsky Managing Director/Executive Producer: Steven Anderson Senior Producer: Joel Signer Supervising Editor: Tom Pastorelle Editor: Cassandra Tyler Assistant Editor: Henry Smalstig Animators: James Wignall, Eric Larson, Dave Kiehl Flame Artist: Cory Davis
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
