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Creative

Ocean Spray's New Mockumentary-Style Spot Aims to Prove Pink Cranberries Exist

Spot created by Knucklehead and Droga5 was produced by Means of Production and spotlights a fictional town obsessed with cranberries

Ocean Spray's New Mockumentary-Style Spot Aims to Prove Pink Cranberries Exist

Knucklehead’s Rob Leggatt teams up with Droga5 and Ocean Spray to create first ever departure from a 14 year-long run of their "2 guys wading in a cranberry bog" campaign.

To introduce Ocean Spray's new Pink Cranberry Juice, Droga5 landed on a simple message: pink cranberries exist. Yes, really! The subsequent campaign is set in a fictional town founded on red cranberries, these quirky mockumentary-style films explore the myth of the ever-elusive “pink cranberry” through a series of interviews of the townsfolk. A town historian, the local conspiracy theorist, a botanist, and a turkey farmer earnestly share their varying theories but through a consistently awkward revelation, they are informed of the very-real nature of the pink berry.

The launch of the campaign parallels the unveiling of Ocean Spray’s newest juice: Ocean Spray pink. After several months of multiple rounds and switching of gears, Droga landed on telling the world a simple message. Pink cranberries exist. Yes, really!


Credits

KNUCKLEHEAD

Director: Rob Leggatt

Executive Producer: Cathleen Kisich

Head of Production: Christa Thompson

Line Producer: Denise Rocchietti

Director of Photography: Igor Jadue-Lillo

MEANS OF PRODUCTION

Canada Executive Producer: David Bouck

Producer: Heinrich Beisheim

Production Manager: Christopher Worgan

DROGA5

Creative Chairman: David Droga

Chief Creative Officers: Neil Heymann

Executive Creative Director: Ray Del Savio Associate C

Creative Director: Alyssa Georg

Associate Creative Director: Elena Knox

Senior Art Director: Ramona Todoca

Senior Copywriter: Nick Partyka

Chief Creative Officer: Sally-Ann Dale

Director of Film Production: Jesse Brihn

Deputy Director, Film: Ruben Mercadal

Associate Producer, Film: Kelly Appleton

OCEAN SPRAY

Sr. Brand Manager – Integrated Marketing: Molly Martin

Associate Brand Manager, Global Integrated Marketing: Dana Heritage

Director, Global Brand Communications: Emily Brutti BEAST

NY Executive Producer: Melissa Lubin

Post Producer: Michael Beltrame

Editor: Dan Maloney

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