“Manifesto” opens on employee and true-blue Sears man, John, in front of a Sears store, standing in a battle-ready stance alongside a ride-on Craftsman lawnmower. He declares, “A man’s lawnmower is his most outward expression of pride. Well cut, and it’s a right hook to the ego of the guy across the street.” We cut to a shot of John riding in a Sears “Turf Wars” semi-truck hauling an ordnance of lawnmowers, as he proceeds, “But, in order to fight the good fight, you have to have the best artillery.” We then cut to a nearby Home Depot parking lot being canvassed in sod as the team of lawnmowers are brought in to prepare for battle. John continues in the background, “That’s why we’re starting a turf war. A battle once and for all for the right to be the mower or tractor that cuts your sacred acre.” We cut to John stationed in front of the league of lawnmowers as he states, “At Sears, we’ll fight Home Depot and Lowe’s to make sure you get the most tractor, most innovation and the lowest prices–all backed by the nation’s largest service organization.” The video concludes with John, brimming with Sears pride as he states, “If we have to bruise a few egos along the way to prove our point, so be it. ‘Cause your lawn is worth fighting for. It’s a turf war.”
Client: Sears; Product: Craftsman; Title: Web films: “Manifesto” :42, “Monologue” :50, “Sundress” :40, and “Tight Turn” 1:28; “Turf Wars” :30; VP & CMO: Martin Lee; Director, Marketing Planning: Phil Reiter; Executive Producer: Jan Collins; Director, Creative: Joe Michaelson. Agency: Y&R, Chicago
CCO: Bob Winter; SVP, Director of Integrated Production: Brian Smego; SVP, Group Creative Director: Chris Cancilla; SVP, Creative Director: Corey Ciszek; Associate Creative Director: Todd Taber; Account Director: Whitney Friedrich; Account Executive: Sara Lalich; Assistant Producer: Chris Wickman. Production Company: Third Street Mining Company, LA; Director (web films): Third Street Mining Company; Director (broadcast :30): Neil Tardio; Executive Producer: John LaChapelle
Producer: Pete Vitale; Production Supervisor: Thomas Martin; Editorial: BEAST, Chicago; Executive Producer: Melissa Thornley; Editor: Sean Berringer; Producer: Lauren Scheuer; Production Services: Rank + File, LA
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