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Creative

Imagination Is Celebrated in Sun-Maid's Animated Campaign from quench

Sapka Communications, Tue, Jan 19, 2021

The launch of 'Imagine That' features colourful and fantastical TV and streaming spots alongside unique Board of Imagination activation

Imagination Is Celebrated in Sun-Maid's Animated Campaign from quench

quench food and beverage agency has created a new campaign celebrating imagination for Sun-Maid Growers of California, which has transformed the humble raisin into a range of snacks that are both delicious and better for you. The campaign illuminates the bounty of goodness that comes from this combination.

In the :15 and :30 animated TV spots launched on 11th January, a child envisions that raisins are a naturally sweet entry to a world of amazing snacks, such as yogurt-covered raisins, sour raisin snacks and S’mores bites. The colourful fantastical production incorporating green screen and animation is by Brazil’s acclaimed 02 Filmes and will air on A&E, Animal Planet, Food Network, Hallmark, HGTV, ION, ID, TLC, Weather Channel, Freeform, Nick Jr., Nicktoons, Nickelodeon, Boomerang, TBS and Cartoon Network.


Bill Starkey, executive creative director for quench, said: “We’re going deep into the world of imagination, as it is the core of what Sun-Maid is and does. This has resulted in a range of snacks that both kids and moms love because they are both better for you and good-tasting.”


To help demonstrate Sun-Maid's commitment to imagination, quench worked with Sun-Maid to develop the Board of Imagination, a PR-driven activation that will recruit kids to lead the energisation of the concept. Paid and organic messaging and a contest will be used to generate discussions about the importance of imagination and to encourage entries and voting. Five children will be selected by Sun-Maid to receive a $5,000 scholarship towards a college 529 account, a $5,000 donation to their school and a year's supply of Sun-Maid snacks for their school. Internally, Sun-Maid will incorporate changes such as new titles for executive leaders reflecting its commitment to developing and maintaining imagination, and giving employees a new paid company holiday: 'Imagination Day'.


“It’s one thing to say you’re an imaginative company; it’s another to act on it,” said Harry Overly, Sun-Maid’s newly-named 'chief imagination wrangler'. “In working with quench, we believe we’ve developed a unique way for young consumers to explore and share the importance of imagination, and we can't wait to see what it will inspire.”

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Client

Client: Sun-Maid Growers of California

EXECUTION TITLES: 'Imagine That' and 'Imagine Bites'

Agency

AGENCY: quench

CHIEF CREATIVE OFFICER: Ronaldo Jardim

EXECUTIVE CREATIVE DIRECTOR: Bill Starkey

ART DIRECTORS: Bill Starkey, Keith Seaman

COPYWRITER: Sam Renner

INTEGRATED HEAD OF VIDEO: Matt Campbell

GROUP ACCOUNT DIRECTOR: Ami Lawson

ACCOUNT DIRECTOR: Sonya Cooper

ACCOUNT EXECUTIVE: Courtney Bila

Production

PRODUCTION COMPANY & CITY: O2 Filmes, São Paulo, Brazil

DIRECTOR: Marcus Alqueres

EXECUTIVE PRODUCER (PRODUCTION CO): Rafael Fortes

PRODUCERS: Rejane Bicca, Luiz Braga, Chica Mauger

LINE PRODUCER: Edney Tamashiro

DIRECTOR OF PHOTOGRAPHY: João Pádua

Post production and VFX

POST PRODUCTION & CITY: O2 Post, São Paulo, Brazil

VISUAL EFFECTS COMPANY & CITY: O2 Post, São Paulo, Brazil

ANIMATION COMPANY & CITY: O2 Post, São Paulo, Brazil

POST PRODUCTION GENERAL MANAGER: Paulo Barcellos

POST PRODUCTION EXECUTIVE: Felipe Andriolo

POST PRODUCTION EXECUTIVE ASSISTANT: Rafaela Bitencourt

POST PRODUCTION COORDINATOR: Rosa Felix

POST PRODUCTION COORDINATOR ASSISTANT: João Pedro David

VISUAL EFFECTS EDITOR: Rosa Felix

POST PRODUCTION ACCOUNT MANAGER: Paola Ziari

VFX PRODUCER: Rodrigo Guedes

VFX LINE PRODUCER: Jéssica Madeira

VFX SUPERVISOR: Emerson Bonadias, Gilmar Moraes, Ricardo Bardal

VFX COMPOSITOR: Luciano Cequinel, Rafael Casagrande, Renan Ashikawa

3D SUPERVISOR: Ricardo Bardal, Gilmar Moraes

ANIMATION, RIGGING & VFX: François Puren

FX TD: Chrystie Lira

VFX & RND: Edvaldo Souza

MODELING: Bruno Sabe

MODELING & TEXTURE: Gustavo Groppo, Leonardo Chung

GENERALIST & MODELING: Max Beggs

ART DIRECTOR & COORDINATOR: Luis Dourado

MATTE PAINTING: Adriana Cardozo, Felipe Rio Branco

CONCEPT ARTIST: Bruno Jacob

EDITOR: Pedro Andreta

Music and Sound

MUSIC COMPANY & CITY: PUNCH Audio, São Paulo, Brazil

EXECUTIVE PRODUCER: Lili Aragoni

MUSIC AND SOUND DESIGN SUPERVISOR: Cristiano Pinheiro

COMPOSER: Tony Berchmans

SOUND DESIGN COMPANY & CITY: PUNCH Audio, São Paulo, Brazil

SOUND DESIGNER: Gustavo Guanaes and Fernando Martinez

PRODUCERS: Letícia Nunes and Juliana Pontes

Category: Food , Savoury Snacks

Genre: Animation

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