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Angry Orchard Offends Onlookers with Its Natural Kind of Sw**tness in Dramatised Campaign

Creative 198 Add to collection

The campaign from Goodby Silverstein & Partners launches with two new spots directed by Craig Gillespie and Ryan Scott

Angry Orchard Offends Onlookers with Its Natural Kind of Sw**tness in Dramatised Campaign
'Sweet' isn’t a curse word, but some people treat it that way. In fact, sweetness has been so vilified, some might even be afraid to admit their sweet preference. Angry Orchard drinkers, however, embrace the sweetness. While many brands use sweetness that is far too cloying, the natural sweetness of Angry Orchard provides that crisp, refreshing, full flavour drinkers crave. It’s the good kind of sweetness. The real kind, just like real apples. Sweet has had a bad rap for too long and Angry Orchard looks to celebrate its good, natural kind of sweetness in the latest campaign: 'Sw**t'.

Angry Orchard’s new campaign dramatises a world that is phobic of sw**t, so much so that when the word is used, it gets censored like an expletive. As the offended onlookers react to the perceived blasphemy, the boorish subjects gleefully defend their right to enjoy and say sw**t. After all, Angry Orchard is good and sw**t.

The campaign’s hero spot, 'Grandma’s Gathering', was directed by Craig Gillespie, well-known for his work directing in the films 'I, Tonya', 'Lars and the Real Girl' and 'Fright Night'.


“We’ve enjoyed partnering with Angry Orchard on this new era, celebrating those who love cider for it’s perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t,” said Goodby Silverstein & Partners’ creative director, Kate Baynham.

The campaign’s companion spot was directed by Ryan Scott, well-known for his work for T-Mobile, Volkswagen and the Philadelphia Eagles, and features Angry Orchard’s head cider maker Ryan Burk at the Angry Orchard amidst 60-acres of apple trees in New York’s Hudson Valley.     


With “Sw**t,” Angry Orchard moves into 2021 looking to reframe and celebrate sw**tness as a good thing.

“Angry Orchard’s new campaign isn’t shying away from sweet, a component of cider our drinkers know and love,” said Lesya Lysyj, CMO of The Boston Beer Company. “Instead, we’re giving permission to drinkers, with help from a breakthrough mnemonic, to embrace the positive sweet attribute in Angry Orchard that brings bold, natural flavour made with the best, real ingredients.”   

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Client

Client: Angry Orchard

CEO: Dave Burwick

Chief Marketing Officer: Lesya Lysyj

Head of Marketing: Kelli McCusker

Associate Digital Marketing Manager: Ryan Dunn

Agency

Co-Chairmen: Jeff Goodby

Creative Directors: Kate Bayhham and Hanna Wittmark

Art Director: Edward King

Copywriter: Tajj Badil-Abish

Account Services

Account Director: Rachel Stermer

Account Manager: Joey Schaefer

Brand and Communication Strategy

Brand Strategy Director: Harper Bokum-Fauth

Communications Strategy Director: Nicole Richards

Production

Head of Broadcast Production: Leila Gage

Executive Broadcast Producer: Matt Flaker

Senior Broadcast Producer: Charlotte McConnell

Business Affairs

Senior Business Affairs Manager: Chrissy Shearer

Business Affairs Manager: Kristian Evanculla

Grandma’s Gathering Spot

Production Company: MJZ

Director: Craig Gillespie

Audio and Sound Design Company: Lime Studios

Head of Production: Susie Boyajan

Sound Designer: Joel Waters

VFX Company: Arcade

Head of Production: CL Kumpata

Executive Producer: David Won

Colour: A52

Colourist: Gregory Reese

Colour Producer: Jenny Bright

Ryan Burk Spot

Production Company: Draulhaus, LLC.

Director: Ryan Scott

Producer: John Carney

Co-Producers: Keenan Marshall and Steve Jones

Assistant Director: Ali Pensyl

Director of Photography: Matthew Noll

Production Assistant: Alexandra Amic

Steadicam Operator: Collin Welch

1st AC: Eurica Yu

2nd AC: Charles Parker

DIT: Richie Myers

Gaffer: Connor O'Mara

Key Grip: Dan White

G&E Swing: Madeleine Bishop and Ed DiJoseph

Sound Mixer: Dominic Zapalla

Production Designer: Matthew Englebert

Lead Editor: Keenan Marshall

Co-Editor: John Carney

Sound Design: Ian Jolin Rasmussen

Colourist: Kath Raisch

Colouring Producer: Anna Kelman

Categories: Cider, Alcoholic Beverages

Goodby Silverstein & Partners, Mon, 04 Jan 2021 11:20:36 GMT