Each spot in JBL’s new campaign opens on Maroon 5 in what appears to be a live performance of their new hit song Daylight. However, when the camera pulls back, it reveals that the performance is actually happening on a playback device. The device varies with each spot with two cellphones, a tablet and a television featured–each spot also promotes a different type of wireless speaker.
Client: Harman International (JBL); Agency: Doner, Detroit, MI. Rob Strasberg, co-CEO/chief creative officer; Brian Dooley, SVP/Director of Broadcast and Motion Content, Laurie Irwin, v.p./executive producer; Murray White, exec. v.p./executive creative director; Kenneth Spera, sr. v.p./creative director; Prentice Howe, creative director; Kevin Weinman, exec. v.p./account management director; Jim Vassallo, sr. v.p./brand leader. Production: STORY. Blair Hayes, director/cameraman; Mark Androw and Cliff Grant, executive producers; Rick Rosemeyer, producer; Mary Langenfeld, head of production.
Edit: The Underground at Doner, Detroit, MI. Kurt Richie, editor.
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 Growthโs new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the โundeniable voice of art.โ Creative Growthโs evolved brand is at the forefront of a shift towards art that stands for the inherent reveal โ the power of artistic expression to bring understanding and connection to us all. The brandโs new expression includes unobtrusive color and design choices that purposely donโt 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 โWe needed to create a powerful, distinctive voice for the brand. But, it couldnโt 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, itโs also expansive and energetic.โ 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