OK Go, the Chicago rock band known for its visually striking music videos, teamed up with Ogilvy & Mather and Neo@Ogilvy for its latest such video, a branded effort for Morton Salt.
The video is part of the brand’s “Walk Her Walk” brand platform inspired by the iconic Morton Salt Girl, which calls on viewers to “step up and become a force for good in the world.” Kicking off the master brand’s first campaign in its 168-year history, “The One Moment” features the Chicago quartet’s new song and precisely 4.2 seconds of footage. The spot opens with the action taking place in real-time and then slows down the footage as the song plays, making for a unique and intriguing watching experience meant to illustrate the message that “It only takes one moment to make a difference.”
“Salt can be viewed as a commodity,” Morton’s director of communications and corporate brand strategy Denise Lauer told Adweek, “[but] that’s why it’s critical for Morton to connect with consumers on a more emotional level, not just on a product level. In other words, we want to make Morton mean more than salt.”
“We really wanted to create an opportunity for millennials to understand the Morton brand,” she added. “Our goal was to bring new meaning to the brand and create relevance, especially with millennials.”
The campaign will also include a branded content series featuring influencers making a positive impact on the world, OOH, a dedicated website, and digital and social initiatives around the “#WalkHerWalk” hashtag. There will also be a Morton Salt Girl lens on Snapchat on November 29 as part of a social initiative.