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!
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