Y&R California's Vine Show for Blue Diamond

Y&R California today launched a show comprising multiple Vines released in succession for Blue Diamond Almond Breeze Almondmilk, a great non-dairy milk alternative that’s rich, creamy and great in recipes. The show, a first for Blue Diamond, focuses on making smoothies.

“Recipes Made Breezy” is made up of six Vines – short, looping video clips no longer than six seconds – launched together to create a single episode. The idea was inspired by traditional cooking shows, with a Vine to open and close the work, three different recipe Vines, and even a “commercial break” Vine for Blue Diamond’s new Almond Breeze Iced Coffee.

To create the show, Y&R CA teamed up with yelldesign, a Melbourne, Australia-based design shop with a primary focus on Vines, paper, and food. yelldesign creatively used paper models to animate hosts Al and Breezy, the charming milkman and his dog first introduced in Almond Breeze’s “Welcome to Breezeville” TV commercials. The shop also included myriad miniature cooking utensils and multiple pounds of raw coconuts, pineapples, and kale.

“It’s the constraint of Vine that makes it so intriguing to work with,” said Mimi Cook, Chief Creative Officer of Y&R CA. “People love brands willing to accept the limitations of six seconds and yet deliver something radically entertaining.”

“Strategically, recipes are the entry-point experience for the Almond Breeze target, and smoothies are a great way to encourage trial,” said Ronny Northrop, Executive Creative Director at Y&R CA. “Vine is perfect for bringing recipes to life. But then we realized we might have an original Vine idea on our hands if we launched multiple Vines at the same time and made a little show out of it.”

Vine 1: https://vine.co/v/hwUYEIEuIMZ

Vine 2: https://vine.co/v/hwUYjnTHUw9

Vine 3: https://vine.co/v/hwUYHqHt3u0

Vine 4: https://vine.co/v/hwUExFlX6JB

Vine 5: https://vine.co/v/hwUETH3XaQL

Vine 6: https://vine.co/v/hwUEHgHxzzP

Credits

FORMAL CLIENT NAME:  Blue Diamond Growers 

AGENCY:   Y&R California 

LAUNCH DATE:  October 17th 2013

WHERE DID THIS AIR?  Vines App

CHIEF CREATIVE OFFICER:   Mimi Cook

CREATIVE DIRECTOR(s): Ronny Northrop, Michael Fiore

ART DIRECTOR(s):  Alex Anderson

COPYWRITER(s): Emma Genevieve Brooke 

PRODUCER: Jake Baruch

ANIMATION COMPANY & CITY:  yelldesign/ Matt Willis, Melbourne Australia 

SENIOR ACCOUNT EXECUTIVE: KAITLYN OSBORN-BROWN