SweeTarts: Be Both by Duncan Channon
- Location:
The new 'Be Both' campaign aims to introduce SweeTarts to a new generation of candy lovers. At a time when Gen Z rejects one-dimensional definitions of identity, 'Be Both' celebrates the intersection of their passions, expressions and tastes -- and connects this multiplicity back to SweeTarts’ colliding flavors, textures and forms.
Developed by the candy's new lead creative agency Duncan Channon, the work brings to life the brand’s new, vibrant and design-forward visual identity. In four new animated TV spots, people who appear to be one way - a prim ballet dancer, a shy partygoer, a modest older woman and a methodical scientist - and are revealed to be much more than what they seem at first glance. The multiple aspects of the characters’ identities mirrors SweeTarts’ diversity of flavors, textures and forms, which are visually woven throughout the spots.
The 15-second TV spots will air nationally on stations reaching audiences aged 18-24, such as E!, Comedy Central, ESPN, FX, IFC, MTV and Vice WWE, as well as on Hulu and social channels. The brand’s heavy media investment will be supported with a robust social media presence and influencer activity.
Credits
Client: SweeTARTS
Jill Manchester – Senior vice president
Annie Meyer – Brand director
Ashley Incarnato – Senior brand manager
Hope Hruska – Associate brand manager
Agency: Duncan Channon
Creative
John Kovacevich – Executive creative director
MJ Deery – Creative director
Jennifer Kellogg – Design director
Shannon Burns – Senior designer
Account
Jamie Katz – Director of account management
Sydney McComas – Senior account manager
Meghan Moran – Associate account manager
Production
Justine Mar – Producer
Rosheila Robles – Senior project manager
Keenan Hemje – Senior broadcast producer
Strategy
Kelleen Peckham – Strategy director
Brandon Sugarman – Senior digital strategist
Production partners
Directed by Buck
Orion Tait – Executive Creative Director
Anne Skopas – Executive Producer
Yker Moreno – Creative Director
Yeojin Shin – Art Director
Billy Mack – Producer
Tucker Klein – Storyboard
Morgan Schweitzer – Storyboard
Yeojin Shin – Design
Carmel Gatchalian – Design
Amelia Chen – Design
Ricardo Villavicencio – Design
Jordan Scott – 2D Animation
Gonzalo Menechevian – 2D Animation
Peter Harp – 2D Animation
Hayato Yamane – 2D Animation
Nan Wei – 2D Animation
Rachel Park Goto – 2D Animation
Kavan Magsoodi – 2D Animation
Tucker Klein – Cel Animation
Sofia Pashaei – Cel Animation:
Alec Burns – Modeling, Texturing, Lighting
Chris Phillips – Modeling, Texturing, Lighting
Alec Burns – 3D Animation
Michael Russo – 3D Animation:
Cameron Kelly – Editor
Peter Brandi – Editor
Jose Fuentes – Colorist
Brian Bennhoff – Line Producer
Anibal Hernandez – Director of Photography
Squeak E Clean – Music
One Union – Sound Design/Final mix
Andy Greenberg + Eben Carr – Senior Engineer
Jaylen Smith – Executive producer