Clif Bar: Make it Good by Callen

Agency: Callen
Client: Clif Bar
Date: May 2019
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Clif Bar & Company launched the most significant advertising campaign in its 27-year history, 'Make it Good,' which reflects on its trailblazing choices to run a different kind of food company. The campaign leads with a series of quirky commercials including 90- and 30-second anthem spots featuring the Clif Bar logo’s iconic climber as the lead character. Purposefully designed to break through the clutter of typical food advertising, the ads uniquely illustrate the company’s approach to running a sustainable food company by making intentional choices for the benefit of people and the planet.

Clif Bar worked with Callen on the creative campaign, led by founder and chief creative officer Craig Allen and directed by Andreas Nilsson. Paul Austerberry, an Academy Award-winner for Shape of Water, contributed to the whimsical set designs.

The ads will first air during the NBA playoffs and the national campaign will extend to live events, cinemas, and across major media outlets through June 2019. People will be able to learn more about the campaign via social media and at summer events across the US.


Agency: CALLEN

Founder & CCO — Craig Allen Founder & MD — Holly Petitjean CD — Brandon Mugar

Writer — Kyle Davis

Art Director — Matt Nall

Brand Director — Kelly Marshall Brand Coordinator — Tara Stein Producer — Mary Ellen Farrar

Client: Clif Bar & Company Founder & Co-CEO — Gary Erickson Founder & Co-CEO — Kit Crawford VP, Creative — John Park

Senior Creative Director — John Marin VP, Clif Brand — Dan Hickle

Brand Director — Dai Deh Advertising Director — Mike Cobb

Senior Director Integrated Marketing — Lauren Hatfield

Production: Biscuit

Director — Andreas Nilsson Managing Director — Shawn Lacy Executive Producer — Holly Vega Producer — Jay Veal

Production Designer — Paul Austerberry

Editorial: MackCut

Editor — Gavin Cutler

Executive Producer — Gina Pagano Assistant Editor — Pamela Petruski

VFX: Kevin

VFX Lead — Tim Davis

Executive Producer — Sue Troyan VFX Producer — Jami Schakel

Sound Design: Lime Studios

Sound design/Mix — Loren Silber

Original Score: Matti Bye

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