Energy BBDO helps Ocean Spray celebrate farmers

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Ocean Spray 3 (1)

Chicago agency
launches new
“Act Tiny, Be Mighty”
campaign that
provides fresh POV
on farming

Ocean Spray has launched a new advertising campaign, via new AOR Energy BBDO, dubbed, “Ocean Spray. Act Tiny. Be Mighty.”

To tap into its roots as a farmer-owned cooperative, the Middleborough, Massachusetts-based company has built a strong brand focused on the nutrient-rich cranberry, but according to a release, many still don’t know that Ocean Spray is owned by farmers who have helped preserve the tradition for generations.

Now, Ocean Spray and Energy delve successfully into the brand story via the cranberry farms of Washington state in order to capture the intricacies of farming and the passion and dedication of the real stars of the cooperative – Ocean Spray’s farmer-owners.

The new platform, “Act Tiny. Be Mighty,” launched January 7th to grow awareness for Ocean Spray’s farmers and to reflect Ocean Spray’s mission to connect farms to families for a better life. Through the “tiny tales” of their farmer-owners, the brand writes the next chapter in its close to 90-year history while staying true to its roots.

Directed by Finn McGough of Knucklehead, we learn about the farmer families’ little actions every day, such as carefully watching frost to ensure the superfruit is protected, and conserving water for re-use on the farm, these cranberry families make a mighty impact. Watch the 30-second spot below:

“The campaign builds on our commitment to connect our farms to families for a better life and dispel the misunderstanding that Ocean Spray is just another big food CPG company,“ said Clark Reinhard, Ocean Spray’s VP, Global Innovation & Commercialization. He added, “I think the story of our passionate family farms will make it evident that while we have a well-known brand, there are 700 farmer families at the helm of this great company.”

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Andrés Ordóñez, Chief Creative Officer, Energy BBDO, had this to say to Reel Chicago, “We’re excited to help build the iconic Ocean Spray® brand in a new, and authentic way.” He went onto say, “…visiting the Ocean Spray farms, we got to experience, first-hand, the authentic passion and love that goes into growing these wonderful berries. We knew we wanted to share this with consumers by shedding light on the 700 amazing grower families behind the brand and how this tiny berry can have such an amazing impact.”

This campaign truly comes to life in a very genuine way, featuring actual Ocean Spray family farmers on their farms, with stories pulled from real life events in the farmers’ lives. The brand really conveys that it recognizes the important stake its farmer families have in not just the company’s future. But our own.

The campaign will also be shared through the brands social and digital platforms.

 
Credits
Client: Ocean Spray

Agency: Energy BBDO 
   Chief Creative Officer: Andrés Ordóñez
   Executive Creative Director: Ioana Filip
   Creative Director: Jonathan Fussell
   Creative Director: Robin Laurens
   Design Director: Hung Vinh
   Head of Production: John Pratt
   Executive Producer: Mitch Monzon
   Senior Producer: Danielle Keenan
   Studio Operations: Jenny McDonald
   Content Creator: Geoffrey Neal
   Director of Music Production: Daniel Kuypers
   Project Manager: Jason Yang
   Managing Director: Jeff Adkins
   Group Account Director: Pete Ruest
   Senior Account Executive: Kristen Schumacker
   Group Planning Director: Elke Anderle
   Planning Director: Lauren Brown

Production Company: Knucklehead
   Director: Finn McGough
   Executive Producer: Cathleen Kisisch
   Head of Production: Christa Thompson
   Senior Producer: Lauren Small
   Line Producer: Rebecca Rose Perkins

Editor: Jacob Kuehl

Visual Effects: Framestore
   Exectuive Producer: Larissa Berringer
    Producer: Cat Pavitt
   Creative Director: Anthony Gibbs
   Designers: Ali Beisbier, Dean Ripper
   2D Compositors: Chris Beers, Jamie Beckwith
   Endcard shoot: Chris Eckardt
   Endcard CG: Richard Coley

Audio Company: Flare Studio
   Sound Engineer: Katy Mindeman
   Post Producers: Jenny McDonald and Samantha Vaupel

Media Agency: Zenith Media
   Associate Director: Philip Chong

Music Company: The Elements Music

Source: Energy BBDO

 
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.

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