Rakuten : Life to the Power of R by Duncan Channon

Date: Apr 2019

Rakuten is doubling down on a major marketing investment to introduce its brand and online loyalty platform to consumers in the US and Canada with two new TV spots in the national ‘Life to the Power of R’ campaign by Duncan Channon. The new spots tap into some fans' obsession with the reigning champion Golden State Warriors - and adorable pups - to show how cash back from Rakuten on the purchases people are already making can propel them towards experiences that matter.

'Moving In' places the viewer inside the world of a couple negotiating distinct opinions on how to decorate their new home. Friendly clashes over a basketball-themed rug and a recliner culminate in Rakuten cash back on home purchases that help the pair check out a live Golden State Warriors game together, with a cameo by star player Steph Curry.

'Good Boy' brings the viewer home with a young man who discovers his new puppy playfully tearing up his apartment. The Rakuten cash back on purchases to help clean up fido’s collateral damage helps power him and his pup to puppy training school.

The new TV spots will air in the US and Canada alongside Rakuten spots 'Runner' and 'RSVP' that launched during the 2019 Grammy Awards.

Credits

Client: Rakuten

Kimberly Miller – Chief marketing officer

Trever Gregory – VP of brand marketing

Brad Hebebrand – VP, creative

Agency: Duncan Channon

Creative

Michael Lemme – Creative director

Adam Zash – Senior art director

Andy Whalen – 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, Paul Laurens – Producers

Roman Vasyanov, Jason McCormmick - Directors of Photography “Moving In”

Rachel Morrison - Director of Photography “Good Boy”

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

Andy Wilkoff – CG supervisors

Andy Wilkoff, Andrew Romatz – CG lead

Stefan Gaillot, Michael Vaglienty, Rod Basham, Chris Riley - 2D VFX Artist(s)

Andy Wilkoff, Ariana Ziae Mohseni, Seunghyuk Kim, Eric Molina, Josh Dyer, Jose Limon, Mike Bettinardi, Michael Cardenas, Joseph Chiechi, Mason Dash - 3D ArtistsSteven Biggert – Animator

Pete Sickbert Bennett – Designers

Dan Ellis, Sam Kolber, Chris Riley – Online editors

Michael Steinmann – Producer

Andrew Rosenberger – Production coordinator

Patrick Nugent & Kim Christensen – Executive producers

Jennifer Sofio Hall – Managing director

Squeak E Clean – sound design

Drew Fischer – Sound designer

Rob Barbato – Creative director

Amy Crilly – Head of production

Amanda Patterson – Senior producer

Good Ear Music Supervision – music supervisors