Sw**t

A palavra "sweet" é encarada como um "palavrão", na primeira campanha criada pela Goodby Silverstein & Partners para a sidra Angry Orchard, marca da Boston Beer.

O filme principal da comunicação, "Grandma’s Gathering" (assista aqui), foi dirigido por Craig Gillespie. No comercial, toda vez que alguém diz a palavra "sweet", ela é censurada com um bipe.

A campanha "Sw**t" pretende mostrar que aos consumidores de Angry Orchard que eles podem abraçar com orgulho o sabor doce e natural do produto.

O esforço também insinua que outras marcas de sidra podem ser enjoativamente doces.

Ficha Técnica:

Client
CEO: Dave Burwick
Chief Marketing Officer: Lesya Lysyj
Head of Marketing: Kelli McCusker
Associate Digital Marketing Manager: Ryan Dunn

Agency
Creative
Co-Chairman: Jeff Goodby
Creative Director: Kate Bayhham
Creative Director: Hanna Wittmark
Art Director: Edward King
Copywriter: Tajj Badil-Abish

Account Services
Account Director: Rachel Stermer
Account Manager: Joey Schaefer

Brand and Communication Strategy
Brand Strategy Director: Harper Bokum-Fauth
Communications Strategy Director: Nicole Richards

Production
Head of Broadcast Production: Leila Gage
Executive Broadcast Producer: Matt Flaker
Senior Broadcast Producer: Charlotte McConnell

Business Affairs
Senior Business Affairs Manager: Chrissy Shearer
Business Affairs Manager: Kristian Evanculla

Spot: Grandma’s Gathering
Production Company
Company name: MJZ
Director: Craig Gillespie

Audio and Sound Design Company
Company name: Lime Studios
Sound Design Company City: Los Angeles, CA
Head of Production: Susie Boyajan
Sound Designer: Joel Waters

VFX Company
Company name: Arcade
Head of Production: CL Kumpata
Executive Producer: David Won

Color
Company: A52
Colorist: Gregory Reese
Color Producer: Jenny Bright

Spot: Ryan Burk
Production Company: Draulhaus, LLC.
Director: Ryan Scott
Producer: John Carney
Co-Producer: Keenan Marshall
Co-Producer: Steve Jones
Assistant Director: Ali Pensyl
Director of Photography: Matthew Noll
Production Assistant: Alexandra Amic
Steadicam Operator: Collin Welch
1st AC: Eurica Yu
2nd AC: Charles Parker
DIT: Richie Myers
Gaffer: Connor O’Mara
Key Grip: Dan White
G&E Swing: Madeleine Bishop
G&E Swing: Ed DiJoseph
Sound Mixer: Dominic Zapalla
Production Designer: Matthew Englebert
Lead Editor: Keenan Marshall
Co-Editor: John Carney
Sound Design: Ian Jolin Rasmussen