The new campaign created in partnership with Zambezi, spans television, outdoor, radio, digital and social media and is Traeger’s most significant campaign investment to date. This comes as Traeger has rapidly risen to become the category leader in wood pellet grills, with the category earning approximately 20 percent of all U.S. grill sales in 2020.
The centerpiece of Traeger Grills’ “Welcome to the Traegerhood” campaign from ad agency Zambezi is this TV spot titled “Pied Piper” directed by Tim Kendall of FIN Studios.
The :60 depicts a lone Traeger Wood-Fired Grill that falls off the back of a moving trailer and rolls across the country, pulling in an ever-growing crowd in its wake. Set to the classic song “Pied Piper” by Crispian St. Peters, the upbeat narrative invites everyone to join the supportive, fun, and flavorful community that is The Traegerhood.
CreditsClient Traeger Grills Agency Zambezi Gavin Lester, chief creative officer; Matt Sherman, creative director; Eugene Chang, sr. art director; Kurt Gassman, sr. copywriter; Norman Brown, design director; Andrew Gage, director of integrated production; Michael Harding, producer; Matt Valdepena, digital producer; Jill Burgeson, chief strategy officer; Eric Tepe, strategy director; Allison Newell, brand strategist. Production FIN Studios Tim Kendall, director; Sam Chase, DP; Alex Cohn, head of content; Jorie Kopy, line producer; Edgar Rosa, producer; Cathy Cox, production supervisor. Editorial Arcade Edit Sean Lagrange, editor; Crissy DeSimone, exec producer; Paulo Miramontes, assistant editor. Postproduction FIN Studios Brandon Chavez, colorist; Kevin Feller, mixer; Brian Grigsby, post producer; Pixerati, VFX artist; Katrina Nahikian, executive producer postproduction; Ling Ly, head of postproduction; Adam Bonsib, assistant editor. Audio Post Lime Studios Rohan Young, sound engineer; Jeremy Nichols, assistant sound engineer; Susie Boyajan, exec producer. Music “Pied Piper” by Crispian St. Peters
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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