-Mischief @ No Fixed Address, the agency launched by former BBDO New York CCO Greg Hahn, teamed up with Capri Sun on a campaign bringing filtered water pouches to schools in Chicagoland and Granite City, since water fountains are closed. “We’re Sorry It’s Not Water” (video above) features a series of unenthusiastic reviews of Capri Sun’s filtered water from kids expecting something with a bit more flavor. To bring the concept to life, production company Impostor and New York-based director Marian Mathias shot the ad on a virtual set.
“Ever since Covid hit, there’s been a big, and I think positive, movement toward action, not ads. This is a clear example of that,” Hahn said in a statement. “But we wanted to bring it to life in a way that felt human and refreshingly honest. This project is an opportunity for Capri Sun to use what they make and their role in people’s lives to solve a really unique problem.”
“There are few times in the life of a brand that provide an opportunity to go beyond a pack and a product and make it a part of people’s lives, by genuinely making them better,” Kraft Heinz vp, marketing, strategy and development Vikramjeet Singh said in a statement. “Back to school is always an anxious time for parents. Add to it the stress of sending kids to school after months of being at home, in the middle of a pandemic and that anxiety multiplies. With school fountains closed, how kids get quality water was one of many worries. Capri Sun has been loved by parents and kids alike for years, and we feel it is our responsibility to be of value in this time of need.”
–Dentsu Aegis Network hired Christena Pyle from Time’s Up as chief equity officer, Americas.
–Zambezi hired Norm Brown as design director. Brown is an alum of Deutsch, MullenLowe and, most recently, M&C Saatchi L.A.
-How agencies are attempting to create more equitable companies.
–Brewdog responds to Aldi’s Brewdog imitation branding with some Aldi imitation branding.
-Stink Studios experience designer and strategist Stanley Hines Jr. sees the world through design-tinted lenses.
-Finally, there were quite a few nifty videos during the Democratic National Convention. And three of them (below) came from agency SS+K. One featured former 2020 candidates sharing their favorite Joe Biden stories, another focused on gun violence and, kicking off the week, was inspiration and unity.