Set in a conference room, “Yeti” – for Midea air conditioners – spoofs focus groups, contending that no one can appreciate a good air conditioner better than an abominable snowman. Created and produced via The Roster, the spot uses a sincere, if indelicate, yeti to make its point, while the execution has a light touch perfectly calibrated to Midea’s target audience.
SPW Credits
Client: Midea
First Air Date: July 2021
Agency: The Roster
Creative Directors: Paul Oberlin & Win Bates, Agency Producer: Kiki Gomez
Production Company: The Roster | Director: The Pauls, DP: Garrett Shannon, EP: Kiki Gomez, Producer: Rebecca Hamm
Editorial Company: Pincher Production | Editor: Jonathan Fallik
Telecine Company: Olio Creative | Colorist: Marshall Plante, EP: Natalie Westerfield
Post/Effects Company: Baked Studios | EP: George Loucas
Sound Design Company: Mophonics | Mixer: Casey Gibson
Shoot Location: Los Angeles
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