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Johannes Leonardo 'Keeps It Oscar' in Agency's First Campaign for Oscar Mayer

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American meat company looks to take life a little less seriously with a newly launched brand refresh from BrandOpus and four fresh TVCs

Johannes Leonardo 'Keeps It Oscar' in Agency's First Campaign for Oscar Mayer
American meat company Oscar Mayer unveiled an ambitious brand refresh this week, including the brand’s first creative from new AOR Johannes Leonardo.

Oscar Mayer is a 138-year-old cultural icon that has always sparked smiles around people’s united love of meat. The refresh brings the wonderfully odd spirit of the Oscar Mayer Wienermobile to the every aspect of the brand, from a new logo, new packaging and a new creative platform dubbed 'Keep it Oscar' that invites everyone to see the world through meat-coloured glasses and take life less seriously.

The goal is to bring the brand into a fresh, modern era that’s more inclusive, more subversive and more uncompromising. Here’s a look at what’s changed:

- Updated logo and refreshed packaging designs that connects the portfolio by prominently featuring the brand’s iconic 'never square' logo shape and the Oscar Mayer Wienermobile for the first time ever, from branding agency BrandOpus.


Logo comparison






- Bite-sized ads that feel like pop art GIFS to commercials that are under a new “Keep it Oscar” creative platform, from global advertising agency Johannes Leonardo.
- Four new TVC and OLV spots that break the moulds of traditional media plans and feature TV’s first-ever debut of five-second ad buys. Check them out below.














“Oscar Mayer has been deeply ingrained in American culture since 1883, and while we’re proud of our history, we wanted to give consumers a more modern brand to engage with," said Sergio Nahuz, president, Meal Foundations and Coffee, for Oscar Mayer. "But in doing so, it was important to stay true to what’s made this brand such an icon over the years – the ability to spark smiles.  From a disruptive creative campaign, which reflects a wonderfully odd tone and breaks the moulds of conventional CPG advertising, to new packaging design, which unites all of our high quality meats under one uncomplicated look, at every turn we’ll be sparking smiles and reminding consumers not to take life too seriously."

Rachel Frederick, creative director at Johannes Leonardo, added: "Our goal with this campaign was to help Oscar Mayer get back to the light-hearted approach that made it a beloved, iconic brand and modernise it for today's consumer. Keep it Oscar is an attitude and invitation to find the fun in life, born out of the smiles meat brings. Our quick hit, delightfully odd 'meat content' unites the OM portfolio, breaking away from traditional commercial advertising with almost no narratives or explanations and leaving the viewer with all of the humorous parts they crave. From slices of bacon doing the worm to a choir singing Yum on repeat, we hope that the work inspires unexpected smiles — a nod to what made the Oscar Mayer brand so magical in the first place."




Nir Wegrzyn, CEO and founding partner, BrandOpus, said: “Oscar Mayer has always held a special place in America’s heart. Our task was to articulate everything that the public knows and loves about Oscar Mayer’s 138-year-old brand story into a unified and distinctive narrative, which, just like our logo, is never square. The new brand identity celebrates the iconic rhomboid logo with a bold and straightforward design – exemplifying the brand’s uncomplicated approach to meats with a similarly uncomplicated aesthetic. Alongside a bespoke, light-hearted typeface and the elevation of the Wienermobile as a core brand asset, the brand renovation is set to spark smiles and resonate with Oscar Mayer lovers today and tomorrow.”


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Client

VP, Head of Strategy & Development – Meal Foundations & Coffee: Jess Vultaggio

VP, General Manager – Oscar Mayer: Andrew Louie

Director, General Manager – Oscar Mayer: Emily Kerschner

Associate Director, Marketing: Megan Magnuson Lang

Sr. Associate Brand Manager: Abby Allsop

CREATIVE AGENCY

CREATIVE AGENCY: JOHANNES LEONARDO

Chief Creative Officer: Jan Jacobs

Chief Creative Officer: Leo Premutico

Creative Director: Rachel Frederick

Creative Director: Maclean Jackson

Creative Director: John Regan

Creative Director: Bryan Barnes

Creative Director: Allison Lackey

Senior Copywriter: Jordan Dodson

Senior Art Director: Amanda Younger

Senior Copywriter: Celia Mortlock

Design Director: Charles Watlington

Designer: Christina Hillman

Director of Creative Resources: Camilla Scales

Senior Project Manager: Sarah Scardillo

Head of Production & Operations: Maria Perez

Group Executive Producer: Brett Fisher

Senior Producer (Film): Doug Moffitt

Senior Producer (Film): Danica Rosen

Senior Producer (Film): Miral Patel

Senior Producer (Print): Frannie Schultz

Producer (Digital): Rose Mahan

President: Bryan Yasko

Managing Director: Emily Wilcox

Group Account Director: Elektra O'Malley

Account Director: Peter Burgwald

Account Supervisor: Jocelyn Choi

Account Supervisor: Joel Bebasa

Account Manager: Eddy Cao

Head of Strategy: Mark Aronson

Group Strategy Director: Emily Elias

Senior Strategist: Donovan Triplett

Head of Communications Strategy: Megan Piro

Communications Strategy Director: Charley Cobbin

Business Affairs Director: Alesa Blanchard-Nelson

Business Affairs Associate Director: Cindy Gines

Traffic Manager: Sargia Green

YUM CHOIR
PRODUCTION COMPANY

Production Company: PRETTYBIRD

Director: Calmatic

Exectuve Producer: Suzanne Hargrove

Head of Production: Rika Osenberg

Producer: Dennis Beiber

DP: Chris Ripley

EDITORIAL

EDITORIAL: Exile Editorial

Editor: Kyle Brown

Cutting Asst/Asst: Eduardo Wong

Head of Production: Evyn Bruce

Exectuve Producer: Sasha Hirschfield

Producer: Eileen Miraglia

EDIT: Whitehouse Post

Editor: Matt Badger

Assistant Editor: Paul Rummerfield

Executive Producer: Caitlin Grady

Senior Producer: Ryan Smith

VFX: Carbon NY

VFX Supervisor & Nuke compositor: Tobey Lindback

Senior Producer: Krystle Timm

COLOuR: Carbon NY

Colourist: Aubrey Woodwiss

Colour EP: Laurie Adrianopoli

EDITORIAL: Whitehouse Post

Editor: Matt Badger

Assistant Editor: Paul Rummerfield

Executive Producer: Caitlin Grady

Senior Producer: Ryan Smith

VFX: Carbon NY

VFX Supervisor & Nuke compositor: Tobey Lindback

Senior Producer: Krystle Timm

CG Generalist / Lead: Dan Fine

COLOuR: Carbon NY

Colourist: Aubrey Woodwiss

Colour EP: Laurie Adrianopoli

VISUAL EFFECTS

VISUAL EFFECTS: MPC

Executive Producer: Matthew Loranger

Producer: Alliah Mourad

Producer: Chanakya Chander

Creative Director: Tom McCullough

2D Lead artist: Aska Otake

2D Team: Dylan Nett

2D Team: Chris Green

2D Team: Jared Pollack

2D Team: Esther Song

2D Team: Pramod Dwivedi

2D Team: Stevenson G

Design / Animation: James Isaaks

Design / Animation: Michael Foran

COLOuR

Colour: MPC

Colourist: Ricky Gausis

Assistant: Sam Ziaie

Exectuve Producer: Meghan Lang Bice

Producer: Caitlin Forrest

MUSIC, SOUND DESIGN, & MIX

MUSIC, SOUND DESIGN, & MIX: WALKER

Sound Design & Mix Engineer: Chris Nungary

Executive Producer: Abbey Hendrix

Senior Producer: Dottie Scharr

MUSIC, SOUND DESIGN: Barking Owl

Executive Producer: Ashley Benton

Original Music: Jacob Plasse

Creative Director: Kelly Bayett

Executive Producer: Ashley Benton

Sound Design and Audio Engineer: Morgan Johnson

MUSIC, SOUND DESIGN, & MIX: Barking Owl

Executive Producer: Ashley Benton

Original Music: Jacob Plasse

Creative Director: Kelly Bayett

Executive Producer: Ashley Benton

Sound Design and Audio Engineer: Morgan Johnson

MUSIC, SOUND DESIGN, & MIX: Barking Owl

Executive Producer: Ashley Benton

Original Music: Jacob Plasse

Creative Director: Kelly Bayett

Executive Producer: Ashley Benton

Sound Design and Audio Engineer: Morgan Johnson

Turkey Record + Dancing Bacon
PRODUCTION COMPANY

PRODUCTION COMPANY: Rowdy Limited

Exec Producer: Thomas Harnett O'Meara

Producer: Daisy Garside

Director: Adeena Grubb

Director: Andy Biddle

PRODUCTION: Neighborhood Watch

Director: Kyle Sauer

Exectuve Producer: Traci Carlson

Line Producer: Jason Taragen

DP: Ben Carey

PRODUCTION COMPANY: Neighborhood Watch

Director: Kyle Sauer

Exectuve Producer: Traci Carlson

Line Producer: Jason Taragen

DP: Ben Carey

EDITORIAL

Compositor and Editor: Tom Fisher

VISUAL EFFECTS

Director of Photography: Matthew Day

Focus Puller: Toby Goodyear

Gaffer: Aldo Camilleri

Animator: Henry Nicholson

Puppeteer: Andy Biddle

Art Director: Ben Cote

Art Department Assistant: Beattie Hartley

Art Department Assistant: Martha Hussey

Graphic Artist and Art Department: Assistant Joe Kirton

Model Maker: Robin Crowley

Food Stylist: Katie Giovanni

Runner: James Owens

COLOuR

Colour Grader: Matthew Day

MUSIC, SOUND DESIGN, & MIX
Laser Eyes
PRODUCTION COMPANY
EDITORIAL
MUSIC, SOUND DESIGN, & MIX
Sandwich Bed
PRODUCTION COMPANY
EDITORIAL
MUSIC, SOUND DESIGN, & MIX
Never-Ending Sammie & Motivational Banners

Photographer: Adam Voorhes

Photography/Set Designer: Robin Finlay

Food Stylist: Tina Stamos

Retoucher/Editor: Zach Ahern

Mechanical Artist: Anamaria Setti

Banner Development: We Are Volume

Brand Identity & Packaging Credits

CREATIVE AGENCY: BRANDOPUS

CEO: Nir Wegrzyn

Chief Creative Officer: Paul Taylor

Design Director: Matthew Egan

Design Director: Scott Wilson

Producer: Seona Bell

Motion designer: Jack Rogers

Production Artist: Adam Bentley

Business Director: Alice-Lara Waterman

Client Manager: Angela Hunter

Designer: Charlotte Allibon

Designer: Coburn Chambers

Designer: Mariana Kertesz

Creative Finisher: Jason Derby

Image Creation: Beth Richardson

Image Creation: Myles Dewberry

Type Foundry: Colophon

Genres: Comedy

Categories: Food, Meat & Fish

Johannes Leonardo, Tue, 04 May 2021 10:06:36 GMT