Anthem by Taxi New York for Mio

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Anthem

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Industry Non-alcoholic drinks
Media Film
Market United States
Agency Taxi New York
Director Martin Granger
Executive Creative Director Michael Pierantozzi, Stephen Leps Saatchi
Creative Director Michael Pierantozzi
Copywriter Darren Clarke, Michael Pierantozzi
Producer Aaron Royer
Account Supervisor Cristina Costantino
Editor Mike Douglas @ Cut
Released February 2013

Credits & Description

Advertiser: KRAFT
Agency: TAXI NEW YORK
Category: Non-Alcoholic Drinks
Planner: Ashley Connors
Editing Company: Cutting Room Films
Copywriter: Darren Clarke
Chief Creative Officer: Frazer Jellyman
Producer: Aaron Royer
Account Manager: Kristal Herr
Post Production: Light Of Day
Director: Martin Granger
Editor: Mike Douglas
Creative Director: Michael Pierantozzi
Executive Creative Director: Michael Pierantozzi
Art Director: Stephen Leps
Creative Director: Stephen Leps
Executive Creative Director: Stephen Leps
Planner: Frank Sanni
Account Supervisor: Cristina Costantino
Sound Design/Arrangement: Human
Agency Producer: Joyce Lee
Animation: Light Of Day
Director Of Photography: Matthew Libatique
Copywriter: Michael Pierantozzi

Brief Explanation
MiO, a flavor enhancer for your water, launched a new sports drink line extension called MiO fit. The spot set out to go against the grain of typical sports drink advertising by using a very unconventional sports spokesperson who proclaims that change is what makes America great and goes on to highlight other interesting changes America has made in a humorous way. Then, introduces us to Mio Fit, a revolutionary change in the sports drink category that allows users to create their own sports drink.