Avery Dennison Film DRAFT by Doner

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Industry Stationery
Media Film
Market United States
Agency Doner
Director Jordan Brady
Creative Director Valerie Foley, Brian Born, Chuck Meehan
Producer Kimberly Bradshaw
Account Supervisor Heidi Rogers
Editor Chan Hatcher @ Numbersix
Production Superlounge
Released August 2010

Credits & Description

Category: Business Equipment & Services
Advertiser: AVERY
Product/Service: OFFICE SUPPLIES
Agency: DONER
Production Company: SUPERLOUNGE, Santa Monica, USA
Date of First Appearance: Aug 1 2010
Chief Creative Officer: Rob Strasberg
Creative Director: Brian Born/Chuck Meehan/Valerie Foley
Agency Producer: Mary Kondrat/Kurt Kulas
Account Supervisor: Heidi Rogers
Producer: Kimberly Bradshaw
Director: Jordan Brady
Editor: Chan Hatcher
Sound Design/Arrangement: Beacon Street
Music: Andrew Feltenstein
Director Of Photography: Jeanne Lipsey
Editing Company: No6
Other Credits: Sound Mixer: Paul Hurtubise/Music Company: Beacon Street

English Description
Avery hadn’t done very much advertising at all in the past 10 years. As a result, it needed an idea to launch their brand and start the process of creating a new connection with the consumer. And that idea needed to be something that would cut through the clutter and compete with the competition’s much larger budget.

With the target being working moms, Doner created a character named Julie who would resonate and be a guide through engaging product demos. “Draft” went head-to-head with sticky notes to show the superiority of Avery’s fully adhesive label pads, and did it in a very unique place – Julie’s husband’s garage (aka his “Man Cave”).

It was a tough lesson learned for Julie’s husband, but it was a truly memorable demonstration of the product, paying off the theme line, “Little things that work in a big way.”