Cannes Lions
ARCADE EDIT, New York / OCEAN SPRAY / 2023
Overview
Entries
Credits
Background
The film heroes Ocean Spray’s most forgotten product: jellied cranberry sauce. To reach our Millennial target, we had to think “socially,” so we took the jelly’s natural movement, made it into a dance that anyone could do, and gave it an original dance track. We launched with a social film depicting an extreme holiday transformation at a beige and boring dinner. The film broke through with our target audience and kicked off a robust digital campaign that included a TikTok duet with a jiggling jelly and a 10 hour yule-log pre-roll, closer to Christmas.
Execution
The film heroes Ocean Spray’s most forgotten product: jellied cranberry sauce. To reach our Millennial target, we had to think “socially,” so we took the jelly’s natural movement, made it into a dance that anyone could do, and gave it an original dance track. We launched with a social film depicting an extreme holiday transformation at a beige and boring dinner. The film broke through with our target audience and kicked off a robust digital campaign that included a TikTok duet with a jiggling jelly and a 10 hour yule-log pre-roll, closer to Christmas.
Similar Campaigns
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