McCann New York has a new campaign for Jose Cuervo that takes viewers on a journey through the brand’s history via handcrafted dioramas housed inside, you guessed it, Cuervo bottles. The results are pretty intriguing, and make the dioramas of your grade school past look pretty crappy by comparison. Called “History in a Bottle,” the campaign also includes an augmented reality app, which can be downloaded at CuervoHistoryApp.com. The app allows users to “hover over a bottle of Tradicional (Silver or Reposado) and bring the campaign to life.” It’s no surprise that the dioramas look so good. McCann commissioned LAIKA/house, the animation studio behind the stellar films Coraline and ParaNorman to handcraft each of the five distinctive dioramas, as well as the other imagery of the campaign. Stick around for credits after the jump.
Credits:
TV
CLIENT: Proximo Spirits
BRAND: Jose Cuervo Tradicional
TITLE: “History in a Bottle”
FIRST AIRDATE: Online 4/24/14; Broadcast 5/1/14
GLOBAL CREATIVE CHAIRMAN: Rob Reilly
CHIEF CREATIVE OFFICERS: Thomas Murphy / Sean Bryan
GROUP CREATIVE DIRECTOR: Mat Bisher
ACD/ART DIRECTOR: Vi Luong / Nic Howell
ACD/COPYWRITER: Colin Ilsley
COPYWRITER: Sarah Lloyd / Mike Howard
DIRECTOR of INTEGRATED PRODUCTION: Nathy Aviram
SENIOR PRODUCER: Jessica Coccaro
EXECUTIVE MUSIC PRODUCER: Peter Gannon
MUSIC PRODUCER: Mike Ladman
CLIENT LEAD: Elwyn Gladstone
ACCOUNT: Lauren Lavalle / Matthew Rakow / Rachel Heiss
PRODUCTION/EDIT/ANIMATION COMPANY: LAIKA/ house
DIRECTOR: Kirk Kelley
EXECUTIVE PRODUCER: Lourri Hammack / Jan Johnson
DP: John Nolan | LIVE ACTION DP: Eric Edwards
EDITOR: Michael Coorigan
LEAD FLAME ARTIST: Rex Carter | CG LEAD: Terence Jacobson
SONG TITLE: Ships in Bottles
COMPOSER/ARTIST: Shawn James Seymour
MIX STUDIO: Sonic Union
ENGINEER: Paul Weiss
App
CLIENT: Proximo Spirits
BRAND: Jose Cuervo Tradicional
TITLE: “Cuervo History App” for iOS & Android
LAUNCH DATE : 4/24/2014
GLOBAL CREATIVE CHAIRMAN: Rob Reilly
CHIEF CREATIVE OFFICERS: Thomas Murphy / Sean Bryan
GROUP CREATIVE DIRECTOR: Mat Bisher
ACD/ART DIRECTOR: Vi Luong
SR. ART DIRECTOR: Elinor Beltrone
COPYWRITER: Sarah Lloyd
DIRECTOR of INTEGRATED PRODUCTION: Nathy Aviram
EXECUTIVE INTEGRATED PRODUCER: Catherine Patterson
SENIOR PRODUCER: Jessica Coccaro
SENIOR PRODUCER: Geoff Guinta
CLIENT LEAD: Elwyn Gladstone
ACCOUNT: Lauren Lavalle / Matthew Rakow / Rachel Heiss
PRODUCTION COMPANY: Giant Killer Robots
LEAD DEVELOPER: Peter Oberdorfer
LEAD ENGINEER: David Tin Nyo
3D CONTENT BASED ON TV SPOT ASSETS CREATED BY: LAIKA/house
UI DESIGN: Vi Luong, Elinor Beltrone
AUDIO: APM; Sound Design: Peter Oberdorfer & Gerard McConville/Craft