Portfolio
There's more to it. / Dr Pepper
Submitted By Juan Carlos 'Wasabi Gutierrez Zorrilla Delgado Monroy, etc
Description
Print, TV, and Outdoor campaign.
Objective
After years of the same formula, Dr Pepper + country music star singing and drinking product + aspirational film, client challenged our agency to come up with a new brand positioning for this brand. The assignment went to every Y&R office in North America with out success. Client threaten to walk out of the 40 year relationship, and eventually the brief landed at our desk and we cracked it.
We introduced the musical trend of MashUps way before they were trending in pop culture. We created two spots as proof of concept, but the work never aired. CEO got cold feet at the last possible moment and close to eight months of hard work was scrapped.
This project still has the record for the highest kill fee ever paid by any of my clients.
Client
Dr Pepper
Agency
Young & Rubicam
Media
Outdoor
Market
Consumer Packaged Goods
Credits
Creative Director
James Caporimo, Ahmer Kalam and Michael Patti.
Writer
Jared Elliott
Producer
Matthew Anderson
Director
Kinka Usher
Production Company
House of Usher Films Inc.
Editor
Sherri Margulies
Views
584
Other Work
