Have you ever wondered how the insanely talented performers who make up Cirque Du Soleil spend their down time when not getting new tattoos and exotic piercings?
Agency of record Y&R gets right down to it in a new campaign promoting the French-speaking Canadian group’s popular Las Vegas shows O, Zumanity and KA. “Locals” positions these individuals as exactly that: dedicated artists who have to take a few minutes to attend to more pedestrian concerns near their suburban Vegas homes.
KA star Barri, a Welsh dude who used to be a WWE wrestler, loves to stop by his local coffee shop for what looks like an espresso and a cupcake.
Acrobat Marina is very particular about her outfits … and her dry cleaning.
Finally, Yulia Korosteleva waters her lawn before heading to work to deal with “dancing zebras and a human torch.”
VP, group creative director Nathalie Brown, who came up with the concept, wrote: “We wanted to represent the multiple sides of these artists: as amazing Cirque performers from some of the greatest shows in the world, but also as every day Las Vegas residents. The ads bring to life their extraordinary feats in contrast to their everyday errands, and really highlights the personality of Cirque du Soleil.”
Beyond these :15s, the campaign also includes outdoor, digital and the print ads below.
Cirque Du Soleil
Chief Marketing and Experience Officer – Kristina Heney
Senior Director, Brand and Marketing Strategy – Thierry Dumoulin
Senior Director of Marketing and Public Relations – Lou D’Angeli
Senior Marketing Manager – Ninfa Valdez
Senior Brand Manager – Charlotte Montminy
Director of PR – Ann Paladie
Junior Brand Manager– Lina Moussaoui
Chief Creative Officer – Leslie Sims
VP, Group Creative Director – Nathalie Brown
Head of Design – Hamish Mcarthur
CD/Writer – Margot Owett
CD/Art Director – Nathalie Brown & Fern Cohen
Art Producer – Louisa Gargiulo
Art Director – Emily Lahourcade|
Copy Writer – Allison Reuben
Group Account Director – Caleb Lubarsky
Account Supervisor – Kim Reyes
Strategist – Ethan Scott
Photographer – Russ Quackenbush
Photographer Assistant – Heshua Hipp
Photography Agent – Jason Eason
Producer – Justin Folger
Location Manager – Mark Baliant
Director/Editor – Alvin Tam
Director of Photography – Clayton Moore
Production Assistant – Meg Macdonald
Production Assistant – Derrick Webber
Key Grip – Frank Arant
Gaffer – Eric Pool
1st AC – Lynsey Cook