SweeTarts: Be Both by Duncan Channon

Client: SweeTarts
Date: Apr 2019
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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

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