Del Taco has launched a TV and social/mobile media campaign by San Francisco marketing agency Camp + King. The effort promotes the QSR chain’s new $4 Fresca Bowls—a product that is pitched as “a bowlful of fresh surprises”—and introduces a wacky old coot character called the Fresh Farmer. Each ad features a young diner interacting with the tiny farmer, an overalls-clad kook who pops out of her Fresca Bowl to offer homespun wisdom and non-sequiturs. (Sample: “I once met Old McDonald. He tried to kiss me.”)
SPW Credits
Client: Del Taco Title: New Fresca Bowls Fresh Farmer Aired: September 2014
Agency: Camp + King, San Francisco, CA, USA Partner and Chief Creative Officer: Roger Camp; Partner and Chief Executive Officer: Jamie King; Creative Directors: Rikesh Lal, Paul Sincoff, Art Director: Eric Lowery; Copywriter: Avery Stokes Harrison; Integrated Head of Interactive Production: David Verhoef; Brand Director: Lindsay Menasco; Business Affairs: Tricia Krasneski; Director of Strategy: Anne Tway; Strategist: Allison Farquhar
Production Company: The Media Mob, Santa Monica, CA Director: Tyler Spindel; Executive Producer/Partner: Greg Jones; Producer/Managing Partner: Aesli Grandi; Producer: Desiree Laufasa
Photography Production Company: Sara Remington Photography, San Francisco Bay Area Photography: Sara Remington; Director of Photography: Michael Pescasio
Post Production: Spy, San Francisco
Editorial Company: Misfit, San Francisco Editor: Doug Cox; Assistant Editor: Marissa Rosado; Executive Producer: Kelly Koppen
Music Company and City: Yessian Music Composer: Brian Yessian, Michael Yessian
Visual Effects Company: Spy, San Francisco Visual Effects Supervisor: Darren Orr; Visual Effects Executive Producer: Lori Joseph
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
