05.26.09 | 12:26 pm
In our most recent collaboration with the Mountain Dew brand we were approached to help them present to consumers the history of the brand, from its moonshine-chaser roots to extreme sports and beyond (PS, if you haven’t seen the commercial with a young Brad Pitt, you should totally YouTube that thing). Sub Rosa developed an animated short that takes consumers through the brands history and developed an interactive timeline that let consumers explore the full range of packaging and advertising incarnations from the brand throughout history. The voiceover casting for this piece might have been one of the all-time most entertaining experiences for our team. Yahooooo Mountain Dew!
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05.24.09 | 2:12 pm
For the recent launch of Absolut Mango, we collaborated with our friends at laundrymat to develop a motion graphics piece leveraging the brand’s illustrative style for a short form in-store display and online pre-roll. You may have seen this running on Hulu or on rotation at your local liquor store. We recommend trying Mango w/ the recipe found at the end of the piece. It’s tasty.
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05.23.09 | 3:57 pm
Who wants to play H-O-R-S-E with LeBron? That was the question Cub Cadet asked Sub Rosa to help share with consumers. Applicants were encouraged to submit videos that showcased their best “trick shot” for a chance to play against LeBron. Sub Rosa shot a spot that would promote “LeBron’s Trick Shot Challenge” and built the digital experience that housed the campaign. The campaign and the spot received coverage on a variety of news and sports channels and was a great success for the brand in garnering awareness about their partnership with LeBron. The winner won $10,000 in Cub Cadet products and went out to the Venice Beach basketball courts (which you should remember from White Men Can’t Jump) to play against LeBron. Craziest part? The guy BEAT LEBRON two out of three times. While we’re happy for him, we still wish our behind the backboard jumper would’ve put us in the running. We practiced all week on that shot.
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05.21.09 | 1:14 am
Green Label Art is a limited-edition artist series presented by Mountain Dew. We were approached by Mountain Dew in 2008 to help the brand make a transition to a new consumer group outside of the extreme sports world. Our recommendation was to develop a program that would engage the underground art community through a variety of tactical and creative executions.
The program has been built by Sub Rosa to include the creation of custom-designed bottles by some of the country’s preeminent artists. Additionally, a digital strategy including a campaign site with artist videos, a design your own bottle contest, and an art and culture blog have helped bolster the campaign’s reach. Coupled with a sound online PR program that garnered significant news and blog coverage, events in over 12 markets, and a series of point-of-sale, outdoor, and TV advertising, the Green Label Art program has proven to be an authentic and powerful initiative aimed at reaching influential consumers and positioning the brand in an entirely new light.
The campaign was touted as the “most successful campaign in the brand’s history” and helped to put the Mountain Dew brand in a new segment of consumer culture.
Teaser
Part of the Green Label Art program for [,,,,,,]