David&Goliath launch new Universal Parks campaign

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D&G launch new campaign for theme park

I don’t know if I’m lucky or not that I live 10 minutes from Universal, Hollywood. You’re welcome stalkers. That said, I sure do love going to the theme park when my daughters are here during the summer and Christmas. Plus, who am I kidding? I’m a big kid.

I love the rides and the fact that I can get a genuine “Krusty Burger” from The Simpson’s section at the park. That said, I don’t feel like the advertising has been much to speak of. Honestly, what theme park has really great, award-winning advertising? Theme parks, in a way, sells themselves. Just announce the newest attraction and be done. Who’s really going to turn down going to Harry Potter?

However, that has changed with a bold and fearless new campaign from David&Goliath which is our “Reel Ad of the Week.” The agency has launched an all-new national brand campaign for Universal Orlando Resort and Universal Studios Hollywood, which introduces the memorable tagline, “Grow Bolder” and showcases Universal theme parks as family-friendly destinations. But more importantly, it successfully creates an air of escapism and empowerment based on films that did exactly the same for audiences.
 
The centerpiece of the integrated effort is a cinematic TV spot that harkens back to Universal’s early days titled Grow Bolder. Directed by RSA’s Tobias Granström, it’s a real departure from typical theme park advertising and breaks convention by featuring kids who are empowered and eager to stand on their own, speak for themselves and boldly take on new adventures. 

 

 

“This campaign captures the essence of what we offer our guests every day,” said Alice Norsworthy, executive vice president and chief marketing officer for Universal Parks & Resorts. “Our theme parks offer the kind of vacation experiences that allow families to vacation together and to grow together.”
 
“Now more than ever kids are growing up fast, and we wanted to be a part of that growth,” said David Angelo, founder & chairman of D&G. “But instead of telling kids ‘you don’t have to grow up,’ we let them speak for themselves. We see fearless kids boldly challenging themselves in the most cinematic way. And we show that what you experience at Universal Parks is more than a day of smiles, it’s a chance to truly grow in ways beyond what you imagined.”
 
Throughout the campaign, Universal Parks & Resorts and D&G will introduce new initiatives and creative on all platforms from social to digital to ambient, all amplifying the brand’s “Grow Bolder” message to kids and families around the world. 

The spot will air the week of 2/19 during the last week of the Winter Olympics on NBC and its’ affiliates. And yes, I will be getting my universal passes for my daughters. 

CREDITS
Agency:  David&Goliath, LA
   Founder & Chairman: David Angelo
   Chief Creative Officer: Bobby Pearce
   Executive Creative Director: Ben Purcell
   Art Director: Tracey Chan
   Copywriter: Chris Santaiti
   Director of Broadcast Production: Paul Albanese
   Producer: Dustin Oliver 
   Jr. Producer: Sana Bawania
   Director of Business Affairs: Rodney Pizarro
   Business Affairs Manager: Jason DelosSantos
 
   Group Account Director: Jamie Simms
   Account Executive: Jenavieve Cazares
   Group Strategy Director: Donesh Olyaie
   Strategist: Justine Basil
   Project Manager: Mike Antonellis
 
   Director of Digital Production: Peter Bassett
   Digital Producer: Kyle Stein
   Digital Designer: Meagan Steinkamp
   UX Designer: John Randall IV
   Sr Programmer: Benjamin Smith
   Programmer: Mariano Echegoyen
 
Production Company: RSA Films, Inc
   Director: Tobias Granström
   Director of Photography: Aril Wretblad
   President: Jules Daly
   VP/Executive Producer: Marjie Abrahams
   Head of Production: Elicia Laport
   Producer: Linda Masse
 
Editorial House: Spinach
   Editor: Adam Bright
   Executive Producer: Jonathan Carpio
   Producer: Patricia Gushikuma
 
Lead VFX: JAMM VFX
   VFX Supervisor/Lead CG: Andy Boyd
   VFX Supervisor/Lead Compositor: Jake Montgomery
   Flame Artist: Brian Hajek
   Flame Artist: Mark Holden
   Lead CG Lighter: Brian Burke
   CG Artist: Zachary DiMaria
   CG Artist: JT Lawrence
   CG Animator: Stew Burris
   CG Animator: Les Major
   Executive Producer: Asher Edwards
   Producer: Ashley Greyson
   Production Coordinator: Justine Pregler
 
Raptor VFX: Tippett Studio
   Executive Producer: Paul Grimshaw       
   VFX Supervisor: Matt Jacobs      
   On-Set VFX Supervisor: Eric Leven                          
   VFX Producer: Lee Hahn                              
   VFX Coordinator: Brenden Hawkins        
   CG Supervisor: Brad Fox                              
   VFX Editor: Joey Santana             
   Model Lead: Steve Jubinville      
   Paint Lead: John Rader                 
   Puppet Lead: Eric Jeffery            
   Match Move: Devin Breese        
   Match Move: Eric Marko             
   Animation Supervisor: Tom Gibbons      
   Animation: Guido Muzzarelli     
   Animation: Nate Ross
   Lighting TD: Marie-laure Nguyen
   Lighting TD: Thomas Hutchinson              
   Comp Lead: Ross Nakamura       
   Roto: Dave Sullivan        
   Color Supervisor: Page Frakes   
 
Online & Color: MPC
   Colour Artist:  Mark Gothin
 
Music: “A Hero Rises” / APM
 
Sound Design & Mix:  Margarita Mix
   Sound Engineer:  Nathan Dubin
   Executive Producer:  Michele Millard
 
Spanish Agency: Barú
   Founder & CEO: Elizabeth Barrutia
   Chief Creative Officer: Mike McNellis
   Sr. Account Director, Brand Strategy: Norma Manzanares
   Creative Director: Pablo Buffagni

 
 
Got a spot or campaign you think is “RAW?” Send to Colin at colin@reelchicago.com

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