The NEW CategoryEntrant:
Crispin Porter + Bogusky
Baby Carrots "Eat 'Em Like Junk Food"
Credits Media Type: Ambient, Direct, Online/Offline Games, Outdoor/Poster, Print, Television, Websites Corporate Name of Client: Bolthouse Farms Agency Account Directors: Leslie Repetto/Andy Nathan Agency: Crispin Porter + Bogusky Chief Creative Officers: Rob Reilly/Andrew Keller/ Jeff Benjamin Group Creative Director: Tiffany Rolfe Creative Director: Omid Farhang Associate Creative Directors: Tim Blount/Andy Pearson Copywriters: Marc D'Avignon/Andrew McMurchie/ Katy Graham Art Directors: Liz Levy/Meghan DeRoma/ Bekah Sirrine Graphic Designers: Greta Ackerman/Aryanti Ingenillem Executive Agency Producer: Paul Sutton Agency Producers: Kate Hildebrant/Andrew Barnett (Outeractive)/ Daniel Coleman (Outeractive)/Jesse Jones (Interactive) Designers: Laura Frastaci/John Gerweck Interactive Designers: Todd Grinham/Aryanti Ingenillem/ Mike Bucks/Qian Qian Programmers: Tom Pearson/Mark DeVries/ Jason Schertz/Sam Brenner/ Jimmy Pino/Camilo Silva/ Mike Bucks/Justin Kent Production Company: Smuggler, Hollywood/Prettybird, Santa Monica Directors: Guy Shelmerdine/Amir Farhang Executive Producers: Patrick Milling Smith/Brian Carmody/ Lisa Rich/Laura Thoel/ Kerstin Emhoff Producers: Dave Bernstein/Jeff Shupe
Basic description of the project: When you think "exciting snack," baby carrots don't come to mind. Like most veggies, they tend to sit forgotten in refrigerators across America. Of course, junk food doesn't have this problem. So what will it take for baby carrots to get out of the drawer and become a sexy, top-of-mind snack alongside the likes of Cheetos and Doritos? Maybe the thing missing is the junk food marketing. 'A Bunch of Carrot Farmers' exploits junk food marketing tactics - while poking some fun at them - to garner press and stake their rightful claim as the ultimate snack-your-face-off crunchy munchy.