Minute Maid Film WEDDING by Doner

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WEDDING

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Industry Juice
Media Film
Market United States
Agency Doner
Director Joachim Back
Creative Director Dan Margulis
Art Director Virgil Adams, Murray White, Chris Perry
Copywriter Rich Toltzman, Dan Margulis, Rachel Sokolewicz
Producer Mary Ann Marino . Pat Frazier .
Account Supervisor Monica Tysell
Editor Lucas Spaulding Of Spotwelders
Production Park Pictures
Released January 2011

Credits & Description

Category: Non-Alcoholic Drinks
Advertiser: MINUTE MAID
Product/Service: ORANGE JUICE
Agency: DONER
Production Company: PARK PICTURES, Santa Monica, USA
Date of First Appearance: Jan 19 2011
Chief Creative Officer: Rob Strasberg
Executive Creative Director: Murray White
Creative Director: Dan Margulis
Copywriter: Rachel Sokolewicz/Rich Toltzman/Dan Margulis
Art Director: Virgil Adams/Chris Perry/Murray White
Agency Producer: Brian Dooley
Account Supervisor: Monica Tysell
Producer: Mary Ann Marino
Director: Joachim Back
Editor: Lucas Spaulding
Post Production: Spot Welders/The Underground
Animation: Superfad
Music: Asche/Spencer
Planner: Carl Heller
Cinematographer: Rodrigo Prieto
Editing Company: Spotwelders
Other Credits: Line Producer - Erin Wile/Audio Mixer - Jeremy Schrem/Ringside Creative

English Description

Minute Maid® Orange Juice. It is a trusted brand that consumers know tastes good and makes them feel good. With a strong heritage and history, the challenge was to make the brand feel new and exciting again. With a media savvy generation emerging, things had to change. Our solution was to take ownership of mojo, that universal truth that when you feel good, people are attracted to you. Using MMOJO, the contraction of Minute Maid® Orange Juice (with an extra O) we were then able to bring a modern sense of humor to the brand while simultaneously giving it an emotional benefit no other orange juice could match. And like that, Minute Maid connects with today's consumer, feeling new and exciting once more. Suddenly, we’d woken up our own MMOJO.