Centrum - "Stay on Top of Your Game"

Leo Burnett Chicago

Leo Burnett Chicago Chicago, Estados Unidos

18605

Marca: Centrum
País: Estados Unidos

Anunciante: Wyeth

Titulo	Stay on Top of Your Game
Agência	Leo Burnett Chicago
Campanha	Stay on Top of Your Game
Anunciante	Wyeth
Marca	Centrum
Posted	Julho 2014
Sector Empresarial	Vitaminas e complementos dietéticos
História	Multivitamin brand Centrum took eight elderly men ages 46-63 to Harlem's Goat Park to challenge a group of streetballers half their age so they could prove they still got game. The viral video campaign is the first-ever social-driven campaign created by Leo Burnett Chicago for Centrum. As expected, the younger players doubted the old men's skills. But take a look at the video to see how it all plays out. The games are real. They players are real. And the brand took a chance on the outcome of the competition. The video gained more than half a million views on YouTube in the first week. It was also shared by sponsored tweets from celebrities including Michael Ian Black and Jalen Rose. Centrum's campaign is a sharp pivot for how any vitamin brand is talking about its product and sets up the potential to spark a new marketing wave in the category. In a youth-obsessed society, the middle-aged are rarely seen in the media. They're often left feeling invisible and irrelevant in our youth-driven culture or portrayed with unflattering stereotypes. The Centrum video captured that these older folks "still got it." People who have experienced more life and love in what they do every day are encouraged to use #StillGotIt to share how they're keeping active whether on the court, the stage or wherever their talents take them.
Tipo de Mídia	Viral
Comprimento	222 seconds
VFX/SPX	Utopic
Client	Pfizer
Brand	Centrum
Agency	Leo Burnett Chicago
Chief Creative Officer	Susan Credle
EVP, Executive Creative Director	Jeanie Caggiano
VP, Creative Director	Amanda Butts
SVP, Group Creative Director	Nuno Ferreira
Director assistente criativo	Dave Derrick
Senior Art Director	Stephanie Simpson
Senior Art Director	Roberto Blanco
Junior Art Director	Lauren Wetula
Redator	Javier Valle
Digital Strategist	Ian Beacraft
SVP Account Director	Jean-Mark Kuentzmann
Director de contas	Effie Gryfakis
Assistant Account Executive	Ginny Lee
Produtor executivo	Tom Keramidas
Produtor executivo	Juan Woodbury
Associate Producer	Mark Phan
Director	Michael Kuhn
Director	Niles Roth
Produtor executivo	Tatiana Rudzinski
Producer	JP Bouchard
Editorial	Utopic
Editor	Tim Kloehn
Music Company	Jira Productions
Composer	Dejion Madison
Director de fotografia	Nate Corbin