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    Droga5, Director Paolo Morabito Bring Home The Transformative Power Of Cooking For Blue Apron

    By SHOOTUpdated:No Comments5993 Views

    Blue Apron, known for delivering memorable cooking experiences to home cooks across the country, launched its latest integrated marketing campaign titled “What Cooking Can Do” in collaboration with agency Droga5 New York.

    The new campaign includes five different stories featured on their respective day of the week (Monday-Friday) in both offline and online channels. Each story highlights a relatable moment that reflects how different people, with different lifestyles, transform a day by deciding to cook with Blue Apron.

    For this “Tuesday” spot, we meet two siblings who use cooking with Blue Apron to celebrate their mom’s promotion. She comes back home from work to find a lovely meal on the table–marking her being made a manager, and her son’s “promotion” to being a grown-up.

    “With this new campaign, we wanted to celebrate that a Blue Apron meal experience is not just about what you are able to cook, it’s who you become when you do,” said Juliana Cobb, group creative director, Droga5. “It’s about the way cooking empowers you to change a moment, a mood, or sometimes the course of an entire day.”

    All the spots in the campaign were directed by Paola Morabito of Knucklehead.

    Credits

    Client Blue Apron Agency Droga5 NY David Droga, creative chairman; Ted Royer, chief creative officer; Neil Heymann, executive creative director; Juliana Cobb, group creative director; Ben Grube, Brian Eden, associate creative directors; Abe Chuang, copywriter; Karly Brooks, jr. copywriter; Candice Drakeford, jr. art director; Jaymes Barone, sr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bryan Litman, co-directors of film production; Ruben Mercadal, associate director of film production; Alen Grebovic, sr. producer; Carlos Valdivia, associate producer; Mike Ladman, music supervisor. Production Knucklehead Paola Morabito, director; Sharone Meir, DP; Tim Katz, executive producer/line producer; Catriona Irving, production manager. Editorial WAX Editorial Stephen Jess, Jason Sager, editors; Drew Blake, assistant editor; Toni Lipari, exec producer; Annabelle Cuthbert, producer. Postproduction MPC Jesse Kurnit, exec producer; Catherine Fisher, producer; Jean Clement, colorist. Music Walker Audio Heard City Mike Vitacco, mixer.

    Media Type:Film: Web
    ScreenWork Categories:Commercial
    Video Tags:Droga5KnuckleheadPaola Morabito



    Top Spot of the Week: AlmapBBDO Creates “Glass House” To Help Us See The Value of Family, Caring For An Aging Parent

    Thursday, December 12, 2024

    Brazilian cosmetics company O Boticário invites reflection on the act of caring for loved ones as a natural part of life’s journey in its new Christmas campaign. Titled “Casa de Vidro” ("Glass House"), this campaign film presents the largest production in the brand’s history and portrays the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.

    This film follows a family gathering for Christmas dinner, where two sisters share the responsibility of caring for their mother. Tensions rise as conflicts surface, and the metaphor of the “glass house” symbolizes the fragility of family bonds. A flashback to the sisters’ youth ultimately leads them to reconnect through cherished memories and affection, emphasizing the importance of family and the responsibility of caring for those who have always cared for them.

    Created by agency AlmapBBDO in partnership with O Boticário, “Casa de Vidro” was directed by Kid Burro via MyMama Entertainment.

    The soundtrack features a snippet of Alanis Morissette’s “You Learn,” a deliberate choice to connect with millennials who grew up with the song in the 1990s. This demographic is the most likely to resonate with the campaign’s theme, as many are facing the challenges of caring for their aging parents.

    The film is running across O Boticário’s social platforms. A 60-second version will air during primetime on open TV and additional content on pay TV.

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