Chobani launches new ‘How Matters’ brand platform and Super Bowl spot via Droga5 NY

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Screen Shot 2014-01-29 at 8.03.23 am.jpgIn 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

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