Energy BBDO
Mon, 09 May 2022 15:24:55 GMT
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Starbucks Brings Feel-Good Energy with New Spot for BAYA Energy
Energy BBDO creates the 'Energy That’s Good' creative campaign with director Henry Scholfield
Starbucks has entered the energy category with the launch of Starbucks BAYA Energy, a ready-to-drink beverage crafted from caffeine naturally found in coffee fruit, as well as antioxidant vitamin C for immune support.* According to Mintel, energy drinks are on the rise and the consumer need for energy has only increased. With total energy drink sales reached an estimated $16 billion in 2021, up 48% since 2016, energy drinks are one of the strongest performing and consistent categories in the wider non-alcoholic beverage industry.
To launch Starbucks BAYA Energy drink, the team collaborated with Energy BBDO to create the 'Energy That’s Good' creative campaign. The campaign celebrates the feel-good energy of Starbucks BAYA Energy drink, and came from the insight that when you are full of good energy, it comes through in all you do. The integrated marketing campaign (a TV spot and nationwide sampling tour, social, digital, PR, influencer, and shopper initiatives) is launching in phases throughout the spring and summer 2022.
The new :30 film is a visual dramatization of feel-good energy. As the spot’s leading woman skates throughout the city, her good energy impacts the world around her. From singing pineapple earrings to mannequins coming to life in a storefront, the energy builds to a crescendo as our hero jumps toward the sky surrounded by a burst of tropical birds. “When you feel good, your energy impacts everything and everyone around you,” says Allison Hayes, EVP executive creative director at Energy BBDO. “We thought that dramatizing this type of energy could set Starbucks BAYA Energy apart from the typical depictions found in the energy category.”
The film is choreographed to Jarino De Marco’s 'Happy All the Time' which will launch on May 13th soon after the film, and is brought to life by director Henry Scholfield’s flowing camera moves and standout art direction.
"When introducing the new Starbucks BAYA Energy to customers we wanted a creative campaign that highlights the refreshing, fruit-flavored boost of feel-good energy - as well as the uplifting vibe that only Starbucks can deliver from caffeine naturally found in coffee fruit. We’re thrilled with how the campaign turned out and can’t wait to see our customers’ response," said Jenn Wong, vice president, channel development at Starbucks.
The work will run on TV and digital/social media including Facebook, Instagram, Snapchat, Pinterest, YouTube, Pandora and Spotify. The advertising campaign is complemented by 360 marketing efforts including:
view more - Creative
STARBUCKS BAYA ENERGY DRINK, “ROLLING”
AGENCY: Energy BBDO
CLIENT: Starbucks
PRODUCT: BAYA Energy Drink
TITLE: Rolling
ORIGINAL AIR DATES: 3/19 (soft launch), 4/29
MEDIA TYPE: National TVC, OLV, and social
AGENCY: Energy BBDO
EXECUTIVE VICE PRESIDENT CHIEF CREATIVE OFFICERS: Josh Gross, Pedro Perez
EXECUTIVE VICE PRESIDENT CREATIVE DIRECTOR: Allison Hayes
CREATIVE DIRECTOR: Dan McCormack
CREATIVE DIRECTOR: Jon Leachman
SENIOR ART DIRECTOR: Abigail Chieppa
SENIOR COPYWRITER: Lucy Butka
EXECUTIVE VICE PRESIDENT HEAD OF INTEGRATED PRODUCTION: John Pratt
PRODUCER: Lily McNamara
SENIOR VICE PRESIDENT EXECUTIVE DIRECTOR OF MUSIC: Daniel Kuypers
SENIOR MUSIC PRODUCER: Claire O'Connor
EXECUTIVE VICE PRESIDENT CLIENT SERVICE DIRECTOR: Anna Bleers
ACCOUNT SUPERVISOR: Nicole Kazan
ASSISTANT ACCOUNT EXECUTIVE: Cole Hines
SENIOR VICE PRESIDENT GROUP STRATEGY DIRECTOR: Shannon Smiley
EXECUTIVE VICE PRESIDENT, MULTICULTURAL MARKET – D,E&I LEAD: Carla Eboli
PRODUCTION COMPANY: Reset
DIRECTOR: Henry Scholfield
MANAGING DIRECTOR: Dave Morrison
EXECUTIVE PRODUCER: Megan Moore
EXECUTIVE PRODUCER: Jen Beitler
EXECUTIVE PRODUCER: Michael Garza
HEAD OF PRODUCTION: John Moran
PRODUCTION SUPERVISOR: Chris Latimer
DOP: Patrick Aldinger
PRODUCTION DESIGNER: Tristán Mur
CHOREOGRAPHER: Charlotte Mayhew
PRODUCTION SERVICE: Gatehouse
EXECUTIVE PRODUCER: Bev Wynne
SA PRODUCER: Dagny Warmerdam
PRODUCTION MANAGER: Megan Baker
EDITORIAL COMPANY: Cabin Editing Company
SENIOR PRODUCER: Joanna Hall
EDITORS: Scott Butzer & Andrew Ratzlaff
ASSISTANT EDITOR: Eduardo Wong
SENIOR PRODUCER: Joanna Hall
EP: Adam Becht
MANAGING DIRECTOR: Carr Schilling
VISUAL EFFECTS COMPANY: No8
MANAGING DIRECTOR: Barny Wright
POST PRODUCER: Glen Percival
CREATIVE LEAD: Jim Allen
COLOURIST: Alex Greggory
AUDIO: Flare Chicago
SENIOR POST PRODUCER: Samantha Vaupel
SOUND ENGINEERS: Ben Treimer & Steve Aguilar
MEDIA AGENCY: OMD Media Agency
DIRECTOR INTEGRATED MEDIA PLANNING: Zach Garbiso
GROUP DIRECTOR VIDEO INVESTMENT: Jenna Racz
MANGER DIGITAL ACTIVATION: Ilsa Ahmed
MEDIA AGENCY: Spark Foundry
EXECUTIVE VICE PRESIDENT: Stephanie Howard
SENIOR ASSOCIATE: Alison Petrea
DIRECTOR: Kathryn Quart
ASSOCIATE DIRECTOR: Christina Vargas
PR COMPANY: Edelman
SENIOR VICE PRESIDENT: Samantha Lee Tangney
SENIOR VICE PRESIDENT: Meg Martin
SENIOR VICE PRESIDENT EXECUTIVE CREATIVE DIRECTOR: Kelson Berkus
EVP, EXECUTIVE CREATIVE DIRECTOR: Marianna Ruiz
VICE PRESIDENT, STRATEGY DIRECTOR: Amanda Schaufele
VICE PRESIDENT, CREATIVE DIRECTOR: Rodrigo Bistene
SENIOR ACCOUNT SUPERVISOR: Emily Burns
SENIOR ACCOUNT SUPERVISOR: Alli Colzani
PROJECT DIRECTOR: Kiley Cullen
CLIENT CONTACT
NAME: Chanda (Wong) Beppu
TITLE: Vice President, Product - Beverage at Starbucks
EMAIL: CBeppu@starbucks.com
Genres: Visual VFX
Categories: Coffee shops, Retail and Restaurants
Energy BBDO, Mon, 09 May 2022 15:24:55 GMT
