Mio Design & Branding ALL NIGHTER by Taxi New York

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ALL NIGHTER

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Industry Water
Media Design & Branding
Market United States
Agency Taxi New York
Executive Creative Director Dave Clemans
Creative Director Eben Mears, Michael Pierantozzi, Jonathan Saunders, Stephen Leps Saatchi
Art Director Phillip Cho
Designer Naomi Chen
Producer Michael Neithardt
Released March 2012

Credits & Description

Category: Illustration
Advertiser: KRAFT
Product/Service: MIO ENERGY
Agency: TAXI NEW YORK
Chief Creative Officer: Steve Mykolyn (Taxi)
Executive Creative Director: Dave Clemans (Taxi)
Creative Director: Stephen Leps (Taxi)
Creative Director: Michael Pierantozzi (Taxi)
Writer: Tim Wassler (Taxi)
Art Director: Phillip Cho (Taxi)
Agency Producer: Joyce Lee (Taxi)
Agency Producer: Holly Flaisher (Taxi)
Creative Director: Eben Mears (Psyop)
Creative Director: Jonathan Saunders (Psyop)
Executive Producer: Lydia Holness (Psyop)
Producer: Michael Neithardt (Psyop)
Assistant Producer: Anu Nagaraj (Psyop)
Designer: Naomi Chen (Psyop)
Lead 3D Artist: Pakorn Bupphavesa (Psyop)
Lead 3D Artist: Alvin Bae (Psyop)
Head Of Lighting: Jonah Friedman (Psyop)
Lead Nuke Artist: Nick Tanner (Psyop)
Nuke Artist: Pat Porter (Psyop)
Animators: Stephanie Russell/Anthony Travieso (Psyop)
Media placement: TV/Internet :15s Spot - Youtube, Network/Cable U.S. - 9 April 2012 -October 2012

Describe the brief from the client
Kraft’s new MiO Energy is a pocket-sized bottle of liquid energy, packed with flavour that changes water from utterly boring to as energizing as your taste desires. Our brief was to reach out to Millennials, a group that’s all about seeking and embracing change, and launch MiO Energy as a like-minded soul, a portable energy brand that’s all about change too.

Describe the challenges and key objectives
While Europe has seen somewhat similar products, in the US, portable liquid flavour is entirely new. Therefore, we knew we’d need to lace demonstrations of how the product is used within our messaging. Broadcast would be a huge part of the media buy. However, as we began scripting, our story lines somehow seemed contrived. We realised we lacked important, existing equity in consumer’s minds of how pop-culture actually interacts with our product. When we tried animation, however, it magically got around this. It gave us license to create a world of Millennials using new MiO Energy that didn’t feel fake.

Describe how you arrived at the final design
To showcase MiO’s change-agent spirit, we’d crafted the tagline, ‘Shake things up’. With the work, we didn’t want to simply illustrate our scripts. We wanted to prove our brand personality by shaking up the animation category itself. Using a team of freehand illustrators together with proprietary software, we created a pack of fully CGI-rendered animals unlike anything ever seen. They enjoy MiO Energy as they constantly explore the new and different in their local watering hole.

Give some indication of how successful the outcome was in the market
The results? Demand for MiO Energy exploded. We’re in nearly every convenience store in the US. Having already reached $100m in sales, we’re on track to easily double that this year. Which puts MiO’s growth rate in the top one-half of1% of all product launches in US beverages.