Campbell Company of Canada: advert-body-3 by Crowdiate
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In their most recent campaign, Chunky soup encourages Canadians to release their inner ‘souper’ hero and reveal the best version of themselves. Based on the insight that no one needs supernatural powers to put good into the world, the campaign celebrates how eating good stuff – like soup filled with big pieces of meat and veggies – can unleash your ability to do amazing things, while also introducing consumers to the newly-revitalized Chunky brand.
Just as interesting is the road the Campbell Company of Canada took to get to this new brand platform. The consumer-packaged-goods company disrupted their regular approach and partnered with Toronto-based Crowdiate to tap into a global creative community, sourcing concepts from talented creatives around the world. The winning idea originated from a senior creative team in New York, who then collaborated with Crowdiate’s Creative Director Ian Mirlin, and the Campbell team, to bring it to life.
Credits
Simon Truyens - brand campaign advisor - Campbell Company of Canada
Lesley Parrott - senior production consultant - Campbell Company of Canada
Ana Dominguez - president - Campbell Company of Canada
Moya Brown - vice president of marketing - Campbell Company of Canada
Mieka Burns - senior brand manager - Campbell Company of Canada
Melissa Mendoza - marketing director - Campbell Company of Canada
Karen Lee - director of integrated communication - Campbell Company of Canada
Marc Spurgeon - brand manager - Campbell Company of Canada
Alexandra Burns - assistant brand manager - Campbell Company of Canada
Tessa Waisglass - producer - Crowdiate
Aaron Nemoy - president - Crowdiate
Ian Mirlin - creative director - Crowdiate
Tony DiPietro - copywriter - Crowdiate
Chaz King - art director - Crowdiate
Maya Adler - account director - Crowdiate
Clive Desmond - audio director - TA2
Dana Gadsden - producer - TA2
Rita Ushakova - edit assistant - School Editing
Jon Devries - editor - School Editing
Erica Bourgalt-Assaf - producer - Fort York
Wade Odlum - colourist - Alter Ego
Krista Teague - line producer - Radke Films
Scott Mackenzie / Miriana DeQuinzo - executive producers - Radke Films
Nick Taylor - director of photography - Radke Films
Chris Hooper - director - Radke Films
