Chobani launches new ‘How Matters’ brand platform and Super Bowl spot via Droga5 NY
In its first collaboration, Chobani and Droga5 have kicked off Chobani’s new brand platform, “How Matters,” through its first-ever Super Bowl ad, ‘Ransacked.’
Featuring a very discerning bear, ‘Ransacked’ offers a humorous look at what happens when Mother Nature is unleashed in a typical supermarket and discovers (to much chagrin) that natural food choices are disturbingly limited. The spot celebrates how Chobani differs from other yogurt brands through its commitment to using only 100% natural ingredients and the care it takes at every stage of the yogurt-making process.
Chobani is dedicated to doing things the right way and never taking shortcuts. Chobani is also committed to treating all those who interact with their brand with compassion, respect and humanity. In a world where what we eat is filled with artificial ingredients, chemicals and preservatives, Chobani encourages Americans to consider how their food is made, from the ingredients to the process.
“How Matters” encapsulates Chobani’s mantra and mission to make nutritious, delicious foods with only natural ingredients accessible to everyone everywhere — and making the world a better place while doing it.
The ‘Ransacked’ spot is being supported by a social media program and a redesign of Chobani.com.
Agency – Droga5 NY
Creative Chairman – David Droga
Chief Creative Officer – Ted Royer
Creative Directors – Rick Dodds/Steve Howell
Art Director – Karen Short
Head of Integrated Production – Sally-Ann Dale
Head of Broadcast Production – Ben Davies
Producer – Sam Kilbreth
Chief Strategy Officer – Jonny Bauer
Group Planning Director – Donny Jensen
Head of Digital Strategy – Chet Gulland
Digital Strategy Director – George Bennett
Group Communications Strategy Director – Colleen Leddy
Communications Strategist – William de Lannoy
Group Account Director – Whitney Radia
Account Director – Megan Gokey
Client – Chobani Greek Yogurt
Chief Marketing Officer – Peter McGuinness
Senior VP of Brand Marketing – Brad Charron
VP of Brand Communications – Josh Dean
Director of Brand Communications – Jessica Lauria
Production Company – SMUGGLER
Director – Ivan Zacharias
DOP – Jan Velicky
Partner – Brian Carmody
Partner – Patrick Milling Smith
Executive Producer – Allison Kunzman
Line Producer – Nick Landon
Editorial – Robota
Editor – Filip Malasek
Post Production – The Mill NY
On Set Supervision – Hitesh Patel
VFX Supervisor – Richard Lyons
Color – Adam Scott (The Mill NY)
Executive Producer – Sean Costello
Executive Producer – Zu Al-Kadiri
Music Research – Good Ear Music Supervision (GEMS)
Music Researcher – Andrew Kahn
Track Clearance/Licensing Sound – Wool & Tusk
Rob Kaplan, Aaron Mercer
Sound – Sonic Union
Designer/Mixer – David Papa
Bear – Bear With Us, Calgary, Canada
Owner/Trainer – Ruth LaBarge
1 Comment
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