Duracell: Two Characters by Wieden+Kennedy New York
- Location:
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