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Meet the Black Hole of Uncertainty in Droga5's Latest MailChimp Ads

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Agency launches product-focused campaign highlighting three of the most important ways MailChimp can help small-business owners

Meet the Black Hole of Uncertainty in Droga5's Latest MailChimp Ads

Earlier this year, MailChimp and Droga5 launched the brand’s first major marketing campaign, 'Did You Mean MailChimp?' Instead of the usual brand campaign you might have expected, MailChimp introduced itself to the world in a unique and creative way.

For the next phase of the brand's evolution, MailChimp is extending the surreal world of 'Did You Mean MailChimp?' into product communications, communicating the benefits of MailChimp’s offering and moving from saying hello to the world to saying, “Here's what we offer.”  Droga5 made a new, product-focused campaign highlighting three of the most important ways MailChimp can help small-business owners build their brand and sell more stuff: marketing automations, finding new customers on Facebook and Instagram, and better ROI reporting.

Introducing, 'MailChimp vs The Black Hole,' an online video campaign making a metaphor out of every small-business owner’s enemy —the anxiety and dread one feels when they don’t know where their advertising dollars are going—and bringing it to life in a real, visceral, unexpected way. The campaign empathises with these small-business owners and gives them reason to try something new. All using MailChimp’s trademark odd and unexpected sensibilities. MailChimp once again avoided the expected category trope with the “Black Hole” work, distinctive in its ability to communicate more hard-working product benefits in a creative, very MailChimp way. 

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Creative Agency

Account Supervisor: Josh Freeland

Associate Producer, Film: Sasha Pace, Isabella Lebovitz

Business Affairs Manager: Denise Klapp

Chief Creation Officer: Sally-Ann Dale

Chief Strategy Officer: Jonny Bauer

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Director of Communications Strategy: Colleen Leddy, Taylor Hines

Director of Film Production: Jesse Brihn, Bryan Litman, Ruben Mercadal

Executive Creative Director: Neil Heymann

Executive Group Director: Julian Cheevers

Group Creative Director: Don Shelford

Head of Art Production: Cliff Lewis

Head of Interactive Production: Niklas Lindstrom, Justin Durazzo

Head of Print Production: Rob Lugo

Interactive Producer: Grace Wang

Senior Copywriter: Julie Matheny

Senior Designer: Nate Moore

Senior Producer: Madison Goldberg

Strategist: Kaveri Gautam

Strategy: (Head) Colm Murphy

Strategy Director: Katie Coane

Studio Manager: Michelle Leedy, Virginia Vargas

UX Designer: James Garvey

Design director: Devin Croda

Production Company

Director: Greg Barth

DOP: Andrij Parekh

Executive Producer: David Richards

Photographer : Paul McGeiver

Producer: Erin Wile

Production Company: Ruffian, Second Child

Line Producer: Gabrielle Nicoletti


Edit Company: Wax

Editor: Paul Watts

Executive Producer: Toni Lipari

Producer: Annabelle Cuthbert

Media Agency

Group Account Director: Ji Kim

Media Agency: PHD


Advertiser: MailChimp

Chief Creative Officer: Ted Royer

Post Production / VFX

Executive Producer: Camila De Biaggi

Post Production Company: MPC

Producer: Elissa Norman

Telecine: Richard Fearon

VFX: Marcus Wood

Retoucher: Cayla Zahoran


Sound Design: Neil Johnson, Anthony Moore @ Factory

Sound Mix: David Papa @ Sonic Union

Genres: Dialogue, Comedy

Categories: Business Software, Business Services

Droga5 New York, Tue, 23 May 2017 15:12:51 GMT