Instead of trying to scare you this Halloween, Droga5 decided to go a different route for Chobani.
“We made a scary video,” reads the text at the video’s opening, set to ominous music, “this is not it.” The remaining 30-seconds are, instead, devoted to dogs in funny costumes eating Chobani. It’s cute stuff, to be sure, but we’re not sure how dogs eating Chobani are supposed to make people want to eat Chobani. But then the point is probably more to raise awareness for the brand with a video Chobani and Droga5 hope people will share on social media. The video will be pushed out on the brand’s social channels throughout the weekend, supported by social media posts and a Chobani sampling (presumably for humans, not dogs) at the Chobani café in SoHo.
Credits:
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Hannes Ciatti
Creative Director: John McKelvey
Senior Art Director: Jennifer Hays
Copywriter: Sha Nguyen
Junior Art Director: Amy Wheeler
Junior Copywriter: Sam Bauer
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Associate Broadcast Producer: Abby Bralove
Social Producer: Jem Michael
Editor/Director: Joseph Schulhoff
Editor: Matt Badger
Chief Strategy Officer: Jonny Bauer
Group Brand Strategy Director: Donny Jensen
Senior Social Strategist: Mitch Geller
Strategist: Candice Chen
Group Account Director: Steven Panariello
Account Director: Megan Gokey
Account Manager: Lucy Santilli
Client: Chobani
Chief Marketing and Brand Officer: Peter McGuinness
Director, Brand Communications: Jessica Lauria
Content Manager: Hilary duPont
Brand Voice Manager: Ashley Butler
Music: De Wolfe Music
“Meet the Ghouls,” Vince Gabriel