Video Transcript:
At Dead Ready Productions, we work with a range of clients, on a variety of projects and some of those projects are more unusual than most.
Chris Tongue, Creative Director at Dead Ready Productions, takes us behind the scenes of one such client project that literally blew up! And explains why our creative approach to the brief led to it winning an award. The content of which can be found below.
Hello, today I thought I’d share with you one of the weirder briefs we received during the Covid-19 pandemic.
Mainly because it was unusual, but also because our response to the brief resulted in our client being named Winner of Best B2B Campaign at the Independent Agency Awards 2022.
The brief came from our friends at Jellybean Creative who were looking to produce a disruptive campaign for their client, Mondelez International, who wanted to reignite the chef’s love of the Philadelphia Professional range.
Research had proven that Philadelphia was a well-respected and highly regarded product, but its versatility was generally overlooked by the target market, meaning it was only being used in a limited range of recipes – namely bagels and cheesecakes.
The client therefore set two principal goals – inspire chefs to use Philadelphia in more recipes and to do so by disrupting their scrolling on social platforms with something attention grabbing…
So, we blew up some cheesecakes!
We shot using a specialist Phantom camera to capture the action in super slow mo (call out 1/1000th of a second) and had to be careful to protect it, the studio and ourselves from the very real danger of explosive pyrotechnics.
But once our special effects team from ForceFX had given us the all clear, the small charges placed in the cakes from under the table were remotely triggered from outside of the room and things got messy
The final video combined the high speed footage with dynamic shots of Philadelphia being used in all sorts of different contexts to first challenge chefs to think beyond the product’s standard use and then inspire them with some examples.
Audiences were then funnelled towards downloading a Philly recipe book, helping them to find easy ways of using the product and encouraging sales.
The ‘You Don’t Know Philly’ campaign proved to be a huge success – it doubled foodservice sales and recruited a new audience of chefs across five key sectors.
The Independent Agency Awards judging panel also commented on the entry;
“The campaign was really grounded in insight, it was strategic, it was thoughtful. The creative was memorable.”
So it was a bit of an unusual one, but a really fun (messy) shoot with a fantastic end result for the client and their agency – and we’re proud to be a part of it.
See you next time!
If you have a project, no matter how unusual, and would like to discuss how Dead Ready Productions could help bring it to life, please get in touch via the button below or by calling +44 (0)208 339 6139.
