Ian Beacraft
Digital Strategist at Leo Burnett Chicago
Chicago, Estados Unidos
TítuloStay on Top of Your Game
Campaña Stay on Top of Your Game
Anunciante Wyeth
Marca Centrum
PostedJulio 2014
Sector Empresarial Vitaminas y complementos alimentarios
Sinopsis Multivitamin brand Centrum took eight elderly men ages 46-63 to Harlem's Goat Park to challenge a group of streetballers half their age so they could prove they still got game. The viral video campaign is the first-ever social-driven campaign created by Leo Burnett Chicago for Centrum. As expected, the younger players doubted the old men's skills. But take a look at the video to see how it all plays out.
The games are real. They players are real. And the brand took a chance on the outcome of the competition.
The video gained more than half a million views on YouTube in the first week. It was also shared by sponsored tweets from celebrities including Michael Ian Black and Jalen Rose.
Centrum's campaign is a sharp pivot for how any vitamin brand is talking about its product and sets up the potential to spark a new marketing wave in the category. In a youth-obsessed society, the middle-aged are rarely seen in the media. They're often left feeling invisible and irrelevant in our youth-driven culture or portrayed with unflattering stereotypes. The Centrum video captured that these older folks "still got it."
People who have experienced more life and love in what they do every day are encouraged to use #StillGotIt to share how they're keeping active whether on the court, the stage or wherever their talents take them.
Medio Web Film
Responsable de la creación
EVP, Executive Creative Director
VP, Creative Director
SVP, Group Creative Director
Director creativo adjunto
Senior Art Director
Senior Art Director
Junior Art Director
Responsable de conceptos / redactor
Digital Strategist
SVP Account Director
Director de cuentas
Assistant Account Executive
Productor ejecutivo
Productor ejecutivo
Associate Producer
Productor ejecutivo
Music Company Jira Productions
Director de fotografía

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