Dr Pepper: /1 Campaign

Dr Pepper’s new advertising campaign, /1 (Slash One), launches on January 7 in the BCS national championship game with a spot called “One in a Billion.” 

 

The /1 Campaign is Dr Pepper’s first work to showcase everyday people instead of celebrities, and real one-of-a-kind stories. /1 stands for 1/1 (one of one), and means that there’s no one else like you. The /1 is a symbol for Dr Pepper’s existing positioning, “Always One of a Kind.” 

 

The first two spotlights look at model-turned-boxer Mikaela Mayer and mother of five and roller derby queen Jen Mayfield. Other spotlights will follow throughout the year.

 

 

 

 

 

This is the first time Dr Pepper has advertised both Diet Dr Pepper and Dr Pepper under the same positioning—whether they drink Diet Dr Pepper or Dr Pepper, we believe our customers are always one of a kind, like Dr Pepper.

 

Dr Pepper believes it's the right time to launch a campaign featuring real people and the stories that make them like no one else. In an age of YouTube stars, Tumblr and Twitter, people more than ever are putting their individuality out in the world. The /1 campaign celebrates that individuality and hopes to inspire more people to live their one-of-a kind lives.

 

Credits

 

Agency: Deutsch

Chief Creative Officer: Mark Hunter

Group Creative Director: Brett Craig

Creative Director: Xavier Teo

ACD, Art Director: Erick Mangali (Misty Copeland, Jen Mayfield, Mikaela Mayer, Nordic Thunder, C2C, One in a Billion, Pitbull, Digital Interview Films)

ACD, Copywriter: Chris DeNinno ((Misty Copeland, Jen Mayfield, Mikaela Mayer, Nordic Thunder, C2C, One in a Billion, Pitbull, Digital Interview Films)

Copywriter: Jason Pickar (Misty Copeland)

Art Director: Denison Kusano (Misty Copeland)

Motion Design Director (Digital Interview Films): Christian Johansson

Director of Integrated Production: Vic Palumbo

Director of Content Production: Victoria Guenier

Executive Producer: Lisa K. Johnson

Producer: Alison McMahon

Producer: Matthew Magsaysay

Music Supervisor: Dave Rocco

 

Production Company: Radical Media, Santa Monica, CA

Director: Chris Milk

Executive Producer: Donna Portaro

Executive Producer: Frank Scherma

Head of Production: Cathy Dunn

Producer: Line Postmyr

Director of Photography:  Greig Fraser

1st A.D.: Anthony Dimino

 

Editorial Company: Spot Welders, Santa Monica, CA

Editor:   Robert Duffy (C2C, Misty Copeland, Jen Mayfield, Nordic Thunder, Mikaela Mayer)

Editor: Patrick Murphree (Pitbull, Digital Interviews)

Editor: Catherine Bull (One in a Billion)

Assistant Editor:  Patrick Murphree

Assistant Editor: Sophie Kornberg

Executive Producer:  David Glean

Senior Producer: Carolina Wallace

Producer: J. Patrick McElroy

 

Post Facility: Company 3, Santa Monica, CA 

Colorist:  Dave Hussey 

 

Visual effects Company: Mirada, Santa Monica, CA 

Post Production Company: Mirada

Head of VFX and Animation: John Fragomeni

Executive Producer: Patrick Nugent

Senior Art Director: Rob Resella

Art Director: Ram Bhat

Flame: Christopher DeCristo, Alan Latteri, Pilon Lectez 

Designers/Animators: Nader Husseini, Josh Lewis, Matt Shadis

Modeler: Tadao Masuyama

Post Producer: Judy Bowers, Leighton Greer, Peter Nelson

Production Manager/HR Director: Tina Van Delden

Production Coordinators: James Evans, Derek Johnson

 

Music/Composer: Elias Arts

Misty Copeland Music

Creative Director: Dave Gold

Executive Producer: Ann Haugen

Composer: Dave Wittman 

Producer: Kiki Martinez

 

Licensed Music

 

Vinyl Hearts: "One in a Billion" - OIB

C2C: "Down the Road"- C2C

Sleigh Bells: "Crown on the Ground" - Mikeala Mayer

At Vance: "Dragonchaser"-Nordic Thunder

Icona Pop "I Love It"-Jen Mayfield

 

Sound Designer Company: Noises Digital

Sound designer:  Kim B. Christensen

 

Audio Post Company/City/State: Lime Studios

Mixers: Loren Silber and Joel Waters

Assistant Mixers: Lindsey Alvarez, Tom Paolantonio

Executive Producer: Jessica Locke