Pharmavite’s SOYJOY: Battle of the Beans

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Released:	December 2008
Brand name:	SOYJOY
Agency:	RPA
Country:	USA
Category:	Confectionery & snacks
Tags:	Chocolate Bars

Credits:

The “Battle of the Beans” spot captures the brand’s 2009 strategy: the perfect midafternoon snack. Research had shown that the whole soy, real fruit and other natural ingredients in SOYJOY keep both blood sugar stable and energy levels steady. This balanced boost is especially important during the dreaded midafternoon slump.

The creative work represents the choice between a sugary treat and a smart snack. It plays out in an epic, cinematic battle across an office desktop between jellybeans and soybeans. In the end, all-natural SOYJOY outlasts the sugar rush. This spot brings to life a real decision our target makes in an entertaining way and emphasizes SOYJOY’s functional benefits in the playful style of the brand.



Advertised brand: Pharmavite’s SOYJOY
Advert title(s): “Battle of the Beans”
Advertising Agency (Name, City, Country): RPA, Santa Monica, California, USA

Agency website: http://www.rpa.com
Creative Director: Mark Erwin
Art Director: Brian Farkas
Copywriter: Lauren Smith

Other additional credits:

Agency Producer: Monika Prince
Production Co: Brand New School
Executive Producer: Jennifer Sofio
Line Producer: David Wolfson
Director: Jens Gehlhaar, Ben Go
DP: Walter Lindenlaub
Editorial Company: Brand New School
Editor: Erik Barnes
Music Company: Human Music
Sound Design Company: Human Music
Animation Company: Brand New School
Post Supervisor: Darren Jaffe
Sound Mix Company: Margarita Mix
Sound Mixer: Nathan Dubin
Telecine Company: Moving Picture Company
Colorist: Mark Geffen
Principal Performer: Sarah McMaster


Published/Released/Aired (Month, Year): 1/1/09