BBDO has developed a new brand campaign for FedEx explains some of what the company does beyond basic shipping. One recent spot looked at its medical solutions—for example, how it can transport bovine heart tissue around the world in time for a patient’s surgery. A new spot suggests FedEx’s environmental efforts help save forests. The creative conceit for both ads is to acknowledge up front that the claims may seem far-fetched, more make-believe than reality. So, the spots start out that way, as fictions dolled up with all the clichéd storytelling conventions of the genres they resemble—the medical ad is framed as an action-suspense movie, the environmental spot as a fairy tale. As the ads progress, those conventions are stripped away—the first spot loses its riveting music and special effects, the second its pixie dust and dancing sprites. What’s left are unadorned tales about brand innovations that are no less extraordinary, the ads suggest, for their lack of Hollywood drama or Disney charm.

Client: FedEx
Agency: BBDO, New York
Title: “Enchanted Forest” 魔法森林
Chief Creative Officer: David Lubars
Executive Creative Directors: Greg Hahn, Mike Smith
Executive Producers: Amy Wertheimer, Diane Hill
Sr. Creative Director/Art Director: Nick Klinkert
Sr. Creative Director/Copywriter: Tom Kraemer
Creative Director/Copywriter: Chris Beresford-Hill
Executive Music Producer: Rani Vaz
Production Company: Smuggler/Psyop
Director: Psyop
Psyop Creative Directors: Marie Hyon, Marco Spier
Director of Photography: Fredrick Elmes
Line Producer: Donald Taylor
Senior Producer: Crystal Campbell
Music House: Human
Audio Mix: Sound Lounge
Mixer: Tom Jucarone
Editor: Cass Vanini
Edit House: Psyop
Visual Effects House: Psyop
Flame: Nick Tanner

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