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As one of the most iconic candy brands in entertainment, this Sunday M&M'S is making its appearance at the biggest night in Hollywood. With the campaign launching concurrent with The Oscars, M&M's will use their Messages packs to comment on what is happening throughout the show. These in-the-moment commercials will be contextually placed to feel as if they're reacting live to what's happening all through the night (similar to how brands react real-time on Twitter and other social media platforms). The total program, from pack design to campaign launch and supporting work was conceived by BBDO NY, as part of a full 360 campaign including TV, OLV, social and in store promotion.
The media buy consists of two 15-second spots airing during the red carpet pre-show, and six 15-second spots airing throughout the live broadcast.
On Monday, M&M’s will extend the campaign into YouTube, with their YouTube Director Mix. With this, M&M’s created customized videos at scale tailoring M&M’s Messages to specific audiences and content. There are 55 versions total that, through the Directors Mix, will be highly-targeted to feel “customized” based on date, time of day, or popular content searched.
Other credits
CREDITS –M&M’s® Messages:
Mars Chocolate North America: Client
Allison Miazga- Bedrick: Senior Brand Director, M&M’s
Caroline Caparyan: Senior Brand Manager, M&M’s
Alisa Kaswell: Associate Brand Manager, M&M’s
Michael Italia:Head of Social Media, Mars Wrigley
Seth Dager: Lead Social Creative and Production, Mars Wrigley
Danimarie Roselle: Social Media Strategist, M&M’S
BBDO New York: Creative Agency
David Lubars: Chief Creative Officer, BBDO Worldwide
Greg Hahn: Chief Creative Officer, BBDO New York
Tim Bayne: EVP, Executive Creative Director
Jenn Tranbarger: Associate Creative Director
Jessica Rello: Associate Creative Director
Georgia Murphy: Junior Copywriter (EXES)
Benner Rawley: Junior Copywriter (Animated)
David Rolfe: EVP, Director of Integrated Production
Amy Wertheimer EVP, Group Executive Producer
Lisa Petroni: Executive Producer
Mike Ritchie: Producer
Melissa Chester: Music Producer
Kirsten Flanik: CEO & President, BBDO New York
Susannah Keller: EVP, Global Account Leader, Mars Inc.
Lisa Piliguian: EVP, Senior Director
Ashley Gill : VP, Account Director
Rebecca Orlandi: Account Director
Jessica Dunne: Account Executive
Paul Cisco: Business Manager
Annemarie Norris: EVP, Group Director, Behavioral Planning
Brian Brydon: Comms Planning Director
Dexter Blumenthal: Senior Brand Strategist
Editorial Company, Conform/ Finish Company, Graphic Designer, Visual Effects Company:
House Special
Kirk Kelley: CCO/ Director
Lorry Hammack: Executive Producer
Zilpha Yost: Senior Producer
Cam Williams: Editor
Rex Carter: Flame Artist
John Corbett: Nuke Compositor
Gabe Sprenger: Lead CG Artist
Patrick VanPelt: Technical Director
Jane Byrne: Texture Artist/ Surfacing Artist
Clay Connally: Lighting Artist
Chris Ohlgren: Animator
Josh Look: Animator
John Robson: Animation Director
Composter: Pulse Music
Dan Kuby: Executive Producer
Miranda Grieco: Producer
Audio Record/ Audio Finishing Company: Sound Lounge
Rob Difondi: Engineer
Lauren Mullen: Producer
Talent Agency: The Marketing Arm
VO Talent:
JK Simmons: Yellow
Billy West: Red
Robert Pruitt: Blue
Eric Kirchberger: Orange
Vanessa Williams: Brown
Cree Summer: Green
Brad Sheehan: Celebrity Talent Acquisitions
PACK DESIGN:
LETTERING ARTIST: Erik Marinovich
ASSOCIATE CREATIVE DIRECTOR, ART DIRECTOR/DESIGNER: Jenn Tranbarger
ASSOCIATE CREATIVE DIRECTOR, COPYWRITER: Jess Rello
ASSOCIATE ART PRODUCER: Lizzy Lehn
EXECUTIVE CREATIVE DIRECTOR: Tim Bayne
