Duracell: Two Characters by Wieden+Kennedy New York

Client: Duracell
Date: Jul 2019
Your Vote
4/5
Overall Rating
4/5
Opps, please vote again
5 votes

For the July launch of Duracell’s new Optimum battery, the brand is debuting a marketing effort that reminds us of those pivotal moments when you may want more from your battery — like 20 minutes before your next dentist appointment when you can benefit from a little extra power in your toothbrush, or for a long weekend of video games when you may want that extra life in your controller, or beachcombing with a metal detector versus barricading yourself against an angry bear.

The new Optimum claims to deliver both of these benefits in one battery — extra life in some devices or extra power in others, versus the brand’s traditional Coppertop batteries. Optimum batteries also come in a new slider pack complete with a resealable storage tray.

The first campaign to launch in North America under new global chief marketing officer Tatiana-Vivienne Jouanneau, 'Two Characters' kicks off with a set of 30-second spots via Wieden+Kennedy New York and commercial director, Tom Kuntz of MJZ. The work dimensionalizes the dual benefit of extra life/extra power.

Credits

W+K NEW YORK

Executive Creative Director

Karl Lieberman

Creative Director

Laddie Peterson

Copywriter

Howard Finkelstein

Art Director

Grant Mason

Director of Integrated Production

Nick Setounski

Producer

Kristen Johnson

Account Team

Price Manford, Meghan Mullen, Sara Sharpe, Paulina Marxuach

Director of Strategy

Dan Hill

Strategist

Rachel Yoes

Head of Media Planning

Karlo Cordova

Communications Planner Supervisor

Mark Malloy

Director of Social Strategy

John Petty

Social Strategist

Elizabeth Stefan

Director of Business Affairs

Patrick O’Donoghue

Business Affairs Manager

Michael Moronez

Talent Payment Coordinator

Andrea Sierra

Director of Traffic

Sonia Bisono

Traffic Coordinator

Tina Wyatt

Project Management

Alex Doomany

DURACELL NORTH AMERICA

Global Chief Marketing Officer

Tatiana-Vivienne Jouanneau

Associate Director: Global Brand Design

Stephen Pilcher

Group Manager - Brand Design & Global New Horizons

Jaideep Pamani

Sr. Global Brand Group Manager - Duracell North America

Alfonso Arteaga

Brand Design Manager, North America

Neena Kamra

PRODUCTION

Production Company

MJZ

Director

Tom Kuntz

Cinematographer

Matthew Libatique

Production Designer

Brock Houghton

Producer

Emily Skinner

President

David Zander

Senior Executive Producer

Eriks Krumins

EDITORIAL

Editorial Company

Whitehouse Editorial

Editor

Russell Icke

Post Producer

Melanie Klein

Editorial Assistant

Devon Bradbury

Colorist

Company

Company 3

Colorist

Tom Poole

Producer

Alexandra Lubrano

VFX

VFX Company

The Mill

VFX Lead Flame

Jade Kim, Caio Sorrentino

VFX Flame Artists

Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi, Drew Maloney

Producer

Luis Martin

Mix

Sound Studio

Sonic Union

Sound mixer

Steve Rosen

Producer

Pat Sullivan

Sound Design

Sound Design Company

Trinitite

Sound Designer

Brian Emrich

Overall Rating
0/5Vote

Virgin Voyages: Ship No 1

Added 13 December 2019
Overall Rating
5/5Vote
Overall Rating
5/5Vote

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.