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To launch new, natural brand güd, from Burt’s Bees, a 90-second scratch-n-sniff-along animation appears on Facebook. Support advertising includes integrated print, guerrilla, social … read moreand packaging-based P-O-P.
The primary, paired-media execution, an urban aroma fantasy, combines online video and an old-fashioned scratch-n-sniff card. A young woman heads to work, smelling güd. At key moments, viewers are prompted to inhale one of six corresponding aromas—some good, others not so much. In order, the scents are Orange Petalooza™ Body Lotion, diesel fumes (from a garbage truck), cotton candy (as the exhaust now smells), a dirty subway, then flowers (wafting from the street grate above), and strawberry (transformed cigarette smoke). The tagline is, “Wherever güd goes, güd happens.” (The brand name is pronounced “good.”)
read less...Animation Creative Director: Ryan Honey
Coordinator: Ashley Hsieh
Animation Associate Creative Director: Joshua Harvey
Animation Art Director/Designer: Jon Gorman
Character Animation: Laura Yilmaz
Character Animation: Matt Everton
Character Animation: Taik Lee
Character Animation: Jamal Otolorin
Character Animation: Regis Camargo
Character Animation: Anna Saunders
Compositor: Rachel Yonda
Compositor: Alex Perry
Compositor: Justin Mays
Compositor: Moses Journey
Compositor: Vincent Lammers
Compositor: Iain Acton
Compositor: Elizabeth Steinberg
Music Executive Producer: Keith Haluska
Music Producer: Courtney Jenkins
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