The 2015 Get Up and Grow! campaign was the most successful integrated campaign for Dole Fruits and Vegetables to date. Here are a few of the accomplisments:
Nékter Juice Bar is a fast-growing Southern California brand that sprung up quickly as a popular destination for health-focused individuals. The rapid success of Nékter over the last five years led to a lack of consistency in the brand’s identity. Our challenge was to identify Nékter’s Shared Values in order to create a strong and unified brand through establishing a consistent brand voice and visual language.
As Amusement Park embarked on this branding project, we saw Nékter was focused on bringing a healthy and balanced lifestyle to people of all backgrounds, shapes and sizes, regardless of their financial circumstances. They wanted to focus on the concept of ‘balance’ as opposed to an unattainable ideal of perfect health. We helped them by bringing a friendly and approachable personality to the brand by creating a colorful and light-hearted aesthetic and an exncouraging and enthusiastic brand voice that can be seen across all brand touch-points.
How we helped Nékter
The JBL Pulse 2 is a captivating, portable Bluetooth speaker that brings sensational sound and vivid color to your listening experience. But what does it truly mean to Listen in Color? We explored the answer to that question in partnership with JBL and one of their most influential ambassadors: reigning NBA MVP and Golden State Warriors point guard Steph Curry. Steph is revolutionizing the NBA, and we wanted to use that to depict how the Pulse 2 adds intensity and exciting audio transformation to the listening experience.
To lead the campaign, we produced a brand film entitled “Listen in Color.” The film features Steph bringing color to a 1930s-style black-and-white pickup game against the unifying backdrop of basketball. To elevate the message in the film, we created an equally revolutionary soundtrack with Dame D.O.L.L.A. (Damian Lillard of the Portland Trail Blazers), who is attempting to change hip-hop (and the world) through his music. We dug the association and, together, created a soundtrack titled “Bigger Than Us.” The soundtrack invites listeners to explore the existence of importance beyond ourselves, and ponders how much more color and love could be in the world if we acknowledged and treated each other better.
The Bigger Than Us movement is bigger than just a brand film, or custom soundtracks. In the upcoming weeks, we’ll be sharing inside perspective on how this project came about, and why we do what we do (hint: because we care about it, and we love it). Check back in to see what is Bigger Than Us.
How we helped JBL:
The phrase "never been done before" jumps out easily when you think of Stride Gum Presents Heaven Sent. Luke Aikins is going to skydive out of a plane from 25,000 feet without a parachute or a wing suit. He will, literally, have on nothing but the clothes on his back. You cannot get any more "never been done before" than that!
"When we first heard what Luke Aikins was going to attempt, our jaws hit the floor," said Bonin Bough, chief media and e-commerce officer for Mondelēz International. "Bringing Luke’s vision to life will redefine what’s possible for skydiving and stunts moving forward. His focus, courage and intensity inspire us on so many levels."
As if that wasn't enough Amusement Park Entertainment has more. This is a venture with Mondelēz International that is so unique and huge that the marketing and advertising for this show can also own the claim of “never been done before.” Amusement Park Entertainment and Mondelēz International have partnered with Fox to create a brand new innovative model to reach consumers. Our live event will be airing on FOX (which basically makes it a giant commercial for Stride Gum) at 8pm/7pm Central. We will also live stream the event on several platforms around the world.
“Capturing audience attention is more difficult than ever. As audiences become more empowered to control their viewing experience, the old model of interruptive advertising is rapidly becoming irrelevant,” said Laura Henderson, global head of content & media monetization.
Stride Gum Presents Heaven Sent will also have a concert with top major artists (not aired on TV), a mobile game app, along with a Heaven Sent soundtrack, t-shirts and baseball caps. We are going all in! Once again, Amusement Park Entertainment is breaking the mold on how to reach out to consumers. Don’t miss this epic “never been done before” event unfold live right before your eyes in a multitude of ways.
Sarah is a senior at Texas Christian University, majoring in strategic communications and minoring in French. She was born and raised in Southern California and recently returned from a semester abroad in Australia. She’s passionate about dancing, enjoys photography and editing, and considers herself a foodie. She even ran TCU’s foodie Instagram account. Sarah is thrilled to be a part of the team for the summer and can’t wait to learn more about advertising and Amusement Park.