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22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Rakuten : Life to the Power of R by Duncan Channon

Client: Rakuten
Date: Feb 2019
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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.


Client: Rakuten

Kimberly Miller – Chief marketing officer

Trever Gregory – Director of marketing

Brad Hebebrand – VP, creative

Agency: Duncan Channon


Michael Lemme – Creative director

Adam Zash – Senior art director

Andy Whalen – Senior copywriter

Rick Herrera – Senior copywriter

Shannon Burns – Senior designer


Suzanne Montgomery – Account director

August Fischer – Account manager


Rita Ribera Channon – Senior broadcast producer

Michelle Mirasol – Project manager


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