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Imagination Is Celebrated in Sun-Maid's Animated Campaign from quench

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The launch of 'Imagine That' features colourful and fantastical TV and streaming spots alongside unique Board of Imagination activation

Imagination Is Celebrated in Sun-Maid's Animated Campaign from quench
quench food and beverage agency has created a new campaign celebrating imagination for Sun-Maid Growers of California, which has transformed the humble raisin into a range of snacks that are both delicious and better for you. The campaign illuminates the bounty of goodness that comes from this combination.

In the :15 and :30 animated TV spots launched on 11th January, a child envisions that raisins are a naturally sweet entry to a world of amazing snacks, such as yogurt-covered raisins, sour raisin snacks and S’mores bites. The colourful fantastical production incorporating green screen and animation is by Brazil’s acclaimed 02 Filmes and will air on A&E, Animal Planet, Food Network, Hallmark, HGTV, ION, ID, TLC, Weather Channel, Freeform, Nick Jr., Nicktoons, Nickelodeon, Boomerang, TBS and Cartoon Network.


Bill Starkey, executive creative director for quench, said: “We’re going deep into the world of imagination, as it is the core of what Sun-Maid is and does. This has resulted in a range of snacks that both kids and moms love because they are both better for you and good-tasting.”


To help demonstrate Sun-Maid's commitment to imagination, quench worked with Sun-Maid to develop the Board of Imagination, a PR-driven activation that will recruit kids to lead the energisation of the concept. Paid and organic messaging and a contest will be used to generate discussions about the importance of imagination and to encourage entries and voting. Five children will be selected by Sun-Maid to receive a $5,000 scholarship towards a college 529 account, a $5,000 donation to their school and a year's supply of Sun-Maid snacks for their school. Internally, Sun-Maid will incorporate changes such as new titles for executive leaders reflecting its commitment to developing and maintaining imagination, and giving employees a new paid company holiday: 'Imagination Day'.


“It’s one thing to say you’re an imaginative company; it’s another to act on it,” said Harry Overly, Sun-Maid’s newly-named 'chief imagination wrangler'. “In working with quench, we believe we’ve developed a unique way for young consumers to explore and share the importance of imagination, and we can't wait to see what it will inspire.”

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Client

Client: Sun-Maid Growers of California

EXECUTION TITLES: 'Imagine That' and 'Imagine Bites'

Agency

AGENCY: quench

CHIEF CREATIVE OFFICER: Ronaldo Jardim

EXECUTIVE CREATIVE DIRECTOR: Bill Starkey

ART DIRECTORS: Bill Starkey, Keith Seaman

COPYWRITER: Sam Renner

INTEGRATED HEAD OF VIDEO: Matt Campbell

GROUP ACCOUNT DIRECTOR: Ami Lawson

ACCOUNT DIRECTOR: Sonya Cooper

ACCOUNT EXECUTIVE: Courtney Bila

Production

PRODUCTION COMPANY & CITY: O2 Filmes, São Paulo, Brazil

DIRECTOR: Marcus Alqueres

EXECUTIVE PRODUCER (PRODUCTION CO): Rafael Fortes

PRODUCERS: Rejane Bicca, Luiz Braga, Chica Mauger

LINE PRODUCER: Edney Tamashiro

DIRECTOR OF PHOTOGRAPHY: João Pádua

Post production and VFX

POST PRODUCTION & CITY: O2 Post, São Paulo, Brazil

VISUAL EFFECTS COMPANY & CITY: O2 Post, São Paulo, Brazil

ANIMATION COMPANY & CITY: O2 Post, São Paulo, Brazil

POST PRODUCTION GENERAL MANAGER: Paulo Barcellos

POST PRODUCTION EXECUTIVE: Felipe Andriolo

POST PRODUCTION EXECUTIVE ASSISTANT: Rafaela Bitencourt

POST PRODUCTION COORDINATOR: Rosa Felix

POST PRODUCTION COORDINATOR ASSISTANT: João Pedro David

VISUAL EFFECTS EDITOR: Rosa Felix

POST PRODUCTION ACCOUNT MANAGER: Paola Ziari

VFX PRODUCER: Rodrigo Guedes

VFX LINE PRODUCER: Jéssica Madeira

VFX SUPERVISOR: Emerson Bonadias, Gilmar Moraes, Ricardo Bardal

VFX COMPOSITOR: Luciano Cequinel, Rafael Casagrande, Renan Ashikawa

3D SUPERVISOR: Ricardo Bardal, Gilmar Moraes

ANIMATION, RIGGING & VFX: François Puren

FX TD: Chrystie Lira

VFX & RND: Edvaldo Souza

MODELING: Bruno Sabe

MODELING & TEXTURE: Gustavo Groppo, Leonardo Chung

GENERALIST & MODELING: Max Beggs

ART DIRECTOR & COORDINATOR: Luis Dourado

MATTE PAINTING: Adriana Cardozo, Felipe Rio Branco

CONCEPT ARTIST: Bruno Jacob

EDITOR: Pedro Andreta

Music and Sound

MUSIC COMPANY & CITY: PUNCH Audio, São Paulo, Brazil

EXECUTIVE PRODUCER: Lili Aragoni

MUSIC AND SOUND DESIGN SUPERVISOR: Cristiano Pinheiro

COMPOSER: Tony Berchmans

SOUND DESIGN COMPANY & CITY: PUNCH Audio, São Paulo, Brazil

SOUND DESIGNER: Gustavo Guanaes and Fernando Martinez

PRODUCERS: Letícia Nunes and Juliana Pontes

Genres: Animation

Categories: Food, Savoury Snacks

Sapka Communications, Tue, 19 Jan 2021 09:08:53 GMT