For a new spot for snack food giant Chipita, director Peter Dietrich created a scene straight out of a classic Western. A clean-cut stranger walks into a bar and engages in a test of marksmanship with a surly tough guy. The tough guy shoots a silver dollar out of the air. The stranger responds, incongruously, by firing at a package of baked rolls and, seemingly, missing wildly. A moment later, the stranger quiets the laughter of the cowboys in the saloon when he opens the package and reveals that all the round bread chips have holes.
Client: Chipita
Agency: Black Cherry.
Christos Kerassiotis, Executive Creative Director; Paco Karabas, Producer; Stamatis Athanasoulas, Executive Producer.
Director: Peter Dietrich (represented in the U.S. by A Common Thread)
Post: Digital Straik.
Tolis Apostolidis, Editor; Bernie Greiner, Colorist.
Music/Sound: Klaus Lehr
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