A flawlessly attired businessman confronts an “international snack committee” over the contents of a snack food in a new spot for international food brand Chipita directed by Peter Dietrich. The smiling don confidently assures the committee chairman that his self-named product, Pizzeti, does indeed include real tomatoes and cheese, and ominously adds that the last man who questioned his integrity is “now learning to hit a hammer with his other hand.”
Peter Dietrich, who directs U.S. projects for A Common Thread, brings a sly sense of humor and sparkling production value to the piece. In fact, the spot has the look of a studio crime drama from the 1940s.
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
