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Bronze Winner

The NEW Category
Entrant: Crispin Porter + Bogusky
Baby Carrots
"Eat 'Em Like Junk Food"
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.

LIA 2011©

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