King Arthur Baking - "The Power of Baking"

DCX Growth Accelerator Brooklyn, United States

7157

Бренд: King Arthur Baking
Страна: United States

Рекламодатель: King Arthur Baking Company

Заголовок	The Power of Baking
Агентство	DCX Growth Accelerator
Кампания	The Power of Baking
Рекламодатель	King Arthur Baking Company
Бренд	King Arthur Baking
Дата первой трансляции/Публикации	2020 / 10
Бизнес сектор	Пекарные порошки, мука
философия	Chosen for its ability to help brands grow and appeal to millennial and mainstream consumers, award-winning agency DCX Growth Accelerator has created a new campaign for America’s oldest flour company, King Arthur Baking Company (www.kingarthurbaking.com), which is anything but stale. Launching today, “The Power of Baking” spotlights real-life bakers in three cities — LA, NYC and New Orleans — making personal recipes alongside their families and loved ones from the comforts of their own kitchens. Produced by 1stAveMachine, the narrative and visuals are elevated by the soulful “Rise Again”, an original song about finding perseverance during these uncertain times. “The idea was to bring a glimpse of unity and hope to the screen by portraying authentic, legitimate bakers with profound heritages behind their passion for turning dough into bread and pastry dishes”, says Director Tomi Dieguez (of 1stAveMachine Buenos Aires). “What they bake is actually a vivid representation of their family traditions, where they come from, and what they can make out of it. That’s what this campaign humbly aspires to be: a mix of cultures from America’s bakers today.” The spot marks King Arthur Baking Company’s first campaign since its rebrand in mid-July. The content will run across broadcast television and digital (Food Network, HGTV, YouTube, OTT, and programmatic pre-roll) through the end of 2020, and social media (Facebook, Instagram, and Pinterest) mediums along with outdoor (Boston, Seattle, Austin, and Denver) and podcast promotions till January 2021. Following the campaign, a new line of products are slated to roll out during the fall season including Keto Wheat Flour Blend, Organic Rye Flour, ‘00’ Pizza Flour, Baking Sugar Alternative, and Single Serve (Confetti Cake and Chocolate Cake with Salted Caramel).
Тип медиа	Телевидение
Длина	61 seconds
Звуковая дорожка	Rise Again* (by award-winning songwriter Alana Da Fonseca and BIPOC singer Ashley Nguyen DeWitt)
Продакшн Студия	1stAveMachine
Главный креативный директор	Doug Cameron
Исполнительный креативный директор	Tommy Noonan
Арт-директор	Alistair Chew
VP of Strategy	Laurent Bouaziz
Исполнительный продюсер	Aymi Beltramo
Директор рабочей группы клиента	Ashley Bouldin
Делопроизводитель	Krysten Krulik
Директор	Thomas Dieguez
Исполнительный продюсер	Peter Repplier
Редакционная компания	Cabin Edit
Редактор	Randy Baublis
Заместитель редактора	Nick Deliberto
Offline Post Producer	Katy Lester
Executive Producer, Offline	Adam Becht
Offline Partner/ Executive Producer	Carr Schilling
Visual Effects Studio	Shape + Light
VFX Executive Producer	Cara Lehr
VFX Senior Producer	Arielle Weir
Creative Director/Senior Flame Artis	Rob Trent
Flame Assistant	Austin Lewis
Покраска	Co3 / Los Angeles
Колорист	Stefan Sonnenfeld
Продюсер по цвету	Matt Moran
Color EP	Ashley McKim
Смешивание	Lime Studios
Re-recording Mixer	Miller Matt
Assistant Recording Mixer	Ian Connie
Mix Executive Producer	Susie Boyajan
Музыкальный продюсер	Patrick Oliver
Song Writer/Producer	Alana Da Fonseca
Song Writer/Producer	Bobby Studley