Rakuten : Life to the Power of R by Duncan Channon
- Location:
Two TV spots, directed by Vania & Muggia - the acclaimed duo known for their videos for Coldplay, Bob Dylan and DJ Snake - immerse the viewer in a stylish world in which two young women explore and manifest their desires in life with nothing in the way.
Artful effects create a bridge between each woman’s imagined wants and seamless purchases rewarded by Rakuten’s loyalty program - subtly conveyed with the plus sign icon central to the brand’s online and in-app user experience. These aspirational purchases with Rakuten propel the characters toward meaningful life experiences, including running a marathon, and attending a best friend’s wedding.
With the campaign, Rakuten is introducing itself as a premium lifestyle brand to savvy consumers who want to be rewarded for their shopping in a way that facilitates their passions in life. 'Life to the Power of R' is the first work by Duncan Channon for Rakuten North America as part of a new business win via competitive pitch. The win named Duncan Channon as creative lead for Rakuten’s North American launch. The agency also provided strategic and visual guidance on how to express the brand in North America.
The TV spots debuted during the Grammy Awards and will air nationally on broadcast and cable networks including CBS, NBC, HGTV, Food Network, TLC and A&E.
Credits
Client: Rakuten
Kimberly Miller – Chief marketing officer
Trever Gregory – Director of marketing
Brad Hebebrand – VP, creative
Agency: Duncan Channon
Creative
Michael Lemme – Creative director
Adam Zash – Senior art director
Andy Whalen – Senior copywriter
Rick Herrera – Senior copywriter
Shannon Burns – Senior designer
Account
Suzanne Montgomery – Account director
August Fischer – Account manager
Production
Rita Ribera Channon – Senior broadcast producer
Michelle Mirasol – Project manager
Strategy
Kelleen Peckham – Strategy director
Production partners
Iconoclast – production
Vania & Muggia – Director
Charles-Marie Anthonioz – Managing director/EP
Valerie Romer – Executive producer
Julien Lemaitre – Producer
Roman Vasyanov - Director of Photography
Rock, Paper, Scissors – editorial
Adam Pertofsky – Editor
Derrick Monks - Assistant Editor
Janae Abraham – Producer
Dre Krichevsky & Esther Gonzalez - Head of Production
Raná Martin - Executive Producer
Eve Kornblum - Managing Director
a52 – color
Daniel de Vue - Colorist
Jenny Bright - Producer
Thatcher Peterson - Executive Producer
a52 – VFX Studio
Patrick Murphy – VFX supervisor
Adam Newman – CG supervisors
Andy Wilkoff, Andrew Romatz – CG lead
Stefan Gaillot, Matt Sousa, Steve Wolff, Richard Hirst, Dan Ellis, Adam Flynn, Michael Vaglienty, Chris Riley, James Buongiorno, Rod Basham – 2D VFX artists
Adam Newman, Andy Wilkoff, Ariana Ziae Mohseni, Mason Dash, Jun Kim, Evan Mayfield, Eric Molina, Karen Garcia, Chris Leone, Josh Dyer, Jose Limon, Jose Olguin, Mike Bettinardi, Michael Cardenas – 3D VFX artists
Kyu Kim, Trix Taylor, Chad Danieley – Animators
Pete Sickbert Bennett – Designers
Dan Ellis, Sam Kolber, Gabe Sanchez – Online editors
Michael Steinmann – Producer
Andrew Rosenberger – Production coordinator
Patrick Nugent & Kim Christensen – Executive producers
Jennifer Sofio Hall – Managing director
Squeak E Clean – music “RSVP”
Song: Go Get What You Want
Elliot Glasser and Katarina Gleicher – Composers
Drew Fischer – Sound designer
Rob Barbato – Creative director
Amy Crilly – Head of production
Amanda Patterson – Senior producer
Squeak E Clean – sound design “Runner”
Drew Fischer – Sound designer
Rob Barbato – Creative director
Amy Crilly – Head of production
Amanda Patterson – Senior producer
Good Ear Music Supervision – music supervisors “Runner”
“Catch Me” by Jarina De Marco
One Union – final mix
Joaby Deal – Sound engineer
