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Dr Pepper: /1 Campaign

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Showcases real one-of-a-kind stories

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.
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
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Genres: People, Storytelling

Categories: Soft Drinks, Carbonated Drinks, Fri, 04 Jan 2013 10:27:49 GMT