Chobani - "Love This Life 4"

Opperman Weiss

Opperman Weiss New York, Estados Unidos

14074

Marca: Chobani
País: Estados Unidos

Anunciante: Chobani, Inc.

Titulo	Love This Life 4
Agência	Opperman Weiss
Campanha	Love This Life
Anunciante	Chobani, Inc.
Marca	Chobani
Posted	Mai 2015
Sector Empresarial	Iogurtes
História	Chobani Gets Real With Ads That Are About a Lifestyle, Not a Product. Twenty seconds into Opperman Weiss' new 90-second anthem spot for Chobani, it's clear something is amiss. A family in the countryside, caked in mud, trudges through fields, but Mom and Dad aren't talking. They're a farming family, butthis isn't your typical farming-themed commercial, even though it opens with the almost clichéd amber waves of grain. "This is a modern American story," Chobani CMO Peter McGuinness told Adweek onFriday. "It's a family, and we don't know what happened with them. Somethinghappened that involved the kids. And then they work through it as a family. Andthey come out of it stronger and better and closer."
Filosofia	The point is, Chobani doesn't see a pretend world—the world of most yogurtcommercials. It sees the real world. And when viewers see the authentic,real-life moments in the ads, they may be more inclined to believe the realnessof the brand.It's an approach that almost turns Chobani into alifestyle brand—if you buy the lifestyle here, you well may buy the products,too. The spot features an original song written for the brandby Eef Barzelay, who also appears in the spot. The song's refrain is, "To lovethis life is to live it naturally." The tagline itself is "Love this life," and"it's the intersection between the brand and our products and the role they playin people's lives," says McGuinness. "We kind of went from how our yogurt is made to how our yogurt makes you feel,"McGuinness adds. That kind of lifestyle play wouldn't work for every food brand,but "we think we have the authentic credibility to play in this space," headds.Chobani is also debuting new packaging to show the realingredients inside each cup.
Tipo de Mídia	Imprensa e publicações
Música	Duotone Audio Group
Telecine	The Mill New York
Director de arte	Jeff Weiss
Redator	Paul Opperman
Produtor executivo	Mark Johnston
Managing Diretor	Julian Shiff
Founder	Hamdi Ulukaya
Chief Marketing and Brand Officer	Peter McGuinness
Director of Brand Communications	Jessica Lauria
Brand Manager	Danielle Palmer
Produtora	RSA Films
Realizador	Laurence Dunmore
Produtor executivo	Marjie Abrahams
President	Jules Daly
Produtor de linha	Michele Abbott
Director de fotografia	Brendan Galvin
Empresa de produção	Bug Editorial
Editor	Andre Betz
Produtor executivo	Caitlin Grady
Produtor executivo	David Leinheardt
Creative Director + Music Producer	Jack Livesey
Director of Music	Paul Opperman
Musical Artist	Eef Barzelay
Project Producer	Gio Lobato
Música	Eef Barzelay
Música	Jack Livesey
Lyrics	Eef Barzelay
Lyrics	Paul Opperman
Chefe de produção	Sean Costelloe
Colorist	Fergus McCall
Color Producer	Natalie Westerfield
Audio Post Production	Heard City
Produtor executivo	Gloria Pitagorsky
Mixer	Cory Melious
VFX	Blacksmith
Produtor executivo	Charlotte Arnold
2D Artist	Daniel Morris