Whole Foods

It Was Salty They Were Sweet

Bad Dog, Good Shrimp

Lovely animation from Brand New School

With offices in New York and Los Angeles, Brand New School is a vertically integrated production company and design studio that delivers extraordinary media on all platforms. Offering a new model for creative digital production, we are filmmakers, developers, designers, animators, editors, illustrators, and producers dedicated to driving communications to new heights. Akin to leading academic institutions, our guiding philosophies prize experimentation and learning, and our commitment to discovering the best ideas for our clients is absolute.

AdWeek say 'Uptight about making that perfect Martha Stewart Thanksgiving dinner? Relax. Imperfection can be as appetizing as those unsprayed apples and papayas at Whole Foods.

That's the underlying message in the first work for the grocery retailer from Olson in Minneapolis, which picked up the store's Midwestern account (covering seven states, including the metro areas of Chicago, Minneapolis, Des Moines, Iowa, and Detroit) earlier this year. The holiday campaign's whimsical graphics and typography befit Whole Foods's eclectic image. One animated spot focuses on a Thanksgiving shrimp dinner after the host's pup eats the turkey before it could be served. In another, a mistake with a recipe turns dinner into a feast of side dishes. The campaign uses the theme "Come Together," and the end thought of each TV spot is that you don't need to throw a perfect party when you can throw a great one. Experience trumps perfection here, a fitting commercial subtext for one of the country's destination venues for organic food.

The handcrafted approach, which carries through print, digital and Facebook efforts, helps distract from the "Whole Paycheck" jokes dogging the upscale retailer. While that's certainly critical in the current recession, it's also a more suitable attitude in connecting with a new generation of affluent consumers who wear eco-responsibility as a badge of status. The pitch is true to the brand's positioning around authenticity and provenance: Shiny, Photoshopped produce wouldn't work for an organic brand, and this campaign carries nice details throughout the work, like the imperfections in the paper used as a backdrop.'

By: Lisa
Posted: Thu 8th Nov 2012

Tags: Motion, advert, animation, character, company, corporate, food, mouth, scene, Texture, Whole Foods


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