Helix Film Crack Your Code—The Doraks by Eleven

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Crack Your Code—The Doraks

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Industry Industrial & Agriculture
Media Film
Market United States
Agency Eleven
Chief Creative Officer Mike Mckay
Creative Director Chad Leitz, Matt Wakeman
Art Director Jacob Hellstrom
Copywriter John Friedman
Production Supply & Demand
Director Anton Visser
Released August 2017

Credits & Description

Agency: Eleven, Inc.
Client: Helix
Campaign: Crack Your Code
Chief Creative Officer: Mike McKay
Creative Director: Chad Leitz, Matt Wakeman
Strategist: Nita Grubb
Social Strategist: Jessica Gast
Director, Marketplace Insights: Gary Stein
Media Supervisor: Megan Myall, Keturah Alsworth
Activation Strategist: Matt Hiltachk
Business Lead: Tristan Besse
Executive Integrated Producer: Candice Matthews
Associate Integrated Producer: Sarah Koe

TV:
Art Director: Jacob Hellstrom
Copywriter: John Friedman
Content Producer: Sophia Pellicoro

Production Company: Supply and Demand
Director: Anton Visser
Executive Producer: Tim Case/Jeff Scuton
Producer: Ari Hakim
Editorial: Whitehouse Post
Editor: Brian Gannon
Assistant Editor: Emma Platek
Post Production Producer: Sasha Grubor/Charleen Manca
Recording Studio: One Union
Audio Engineer: Joaby Deal
Music House: Songs for TV and Film
Music Producer: David Fisher
VFX House: Ingenuity Studios

PRINT and DIGITAL:
Art Director: Flavia Gonzalez
Junior Art Director: Daisy Serafini
Copywriter: John Friedman, Justin Stielow
Junior Copywriter: Emilia Holl
Print and Art Producer: Jeannine Giordan
Digital Producer: Amy Rodier
Photographer: Zachary Scott -- rep'd by Sharpe & Associates
Production Co.: Sluiter Productions

Synopsis:

The background:
Helix and their agency of record, Eleven, have created a new advertising campaign, “Crack Your Code”, to mark the launch of Helix’s new marketplace of DNA-powered products in the category of personal genomics. The ad campaign includes TV, radio, print, digital and social. Below please find links to the TV spots and attached please find samples of print and digital media.

The creative campaign strategy:
The overall idea for the campaign was to showcase how DNA learning can be accessible and actionable for everyone.
Quotes:
“The goal of the creative was to show how Helix can help people make more informed choices and decisions about their health, fitness, nutrition, and more,” said Chad Leitz, Creative Director at Eleven. “We wanted to illustrate the promise and possibility of how DNA can actually enhance peoples’ lives daily, so we honed in on the idea of the personal DNA result. We illustrated people in exaggerated circumstances, taking life into their own hands with the new knowledge they’ve discovered about themselves through the Helix platform.”
“It’s our mission to empower people to improve their life through DNA,” said Jessica Graham, Head of Launch & Partner Marketing at Helix. “The campaign aims to represent and announce the Helix value proposition as something entirely different and revolutionary within the category. Together we landed on “Crack Your Code” as our tagline as it’s a message we felt was actionable that could inspire people to be proactive in learning about themselves. It’s not only our new tagline but also a call to action for curious people.”
About Eleven Inc.: