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Droga5 Introduces 'Shmorange' for New Sundown Naturals Vitamins Spots

Droga5 New York, 5 months, 1 week ago

Caviar's Matt & Oz direct series of quirky spots for new campaign

Droga5 Introduces 'Shmorange' for New Sundown Naturals Vitamins Spots

Sundown Naturals Vitamins needed to convey a simple RTB to stand out: their vitamins contain no gluten, dairy or artificial flavors. But that’s a lot to say. So to simplify, Droga5 created a word that means all those things. The agency also noticed that brands come in green or brown bottles. And the Sundown Naturals orange bottles really stand out on that cluttered shelf. So since the team were making a word up anyway, they thought why not make their own new word rhyme with the colour of the bottle.

Introducing the first word to ever rhyme with 'orange'... Shmorange. And Shmorange means 'to contain no gluten, dairy, or artificial flavors.' The spots are quirky and fun, and can be viewed below.

Creative Agency

TV Producer: (Sr) Mike Hasinoff, Goldie Robbens

Chief Creative Officer: Ted Royer

Strategist: Danielle Vasan, Meagan Dexter

Head of TV / Production: Ben Davies

Group Account Director: Kelsey Robertson

Group Creative Director: Matt Ian

Creative Chairman: David Droga

Creative Agency: Droga5

Project Manager: Claire Arendse

Chief Strategy Officer: Jonny Bauer

Account Management: Sophia Bernard, Jordan Cappadocia, Elizabeth Sova

Senior Copywriter: Sara Shelton

Associate Creative Director: Dustin Tomes

Strategy: Anthony Khaykin, Elsa Stahura

Chief Creation Officer: Sally­Ann Dale

Group Strategy Director: Ramon Jimenez

Music and Sound

Producer: Pat Sullivan

Sound Design: Sonic Union

Sound Mix: Michael Marinelli

Studio Director: Justine Cortale


Edit Assistant: Sam Barden

Edit Company: Arcade Edit

Editor: Kyle Brown

Executive Producer: Sila Soyer

Producer: Alexandra Leal

Post Production / VFX

2D Artist: Rob Meade & Sungeun Moon

2D Artists: Sean Dooley

2D Lead Artists: Kyle Cody

Executive Producer: Clairellen Wallin

Matte Painting: Marc Samson

Post Production House: The Mill

Telecine: Fergus McCall

Production Company

Directors: Matt & Oz

DOP: Dave Jones

Executive Producer: Michael Sagol, Jasper Thomlinson

Head of Production: Kelly Bowen

Producer: Luke Thomlinson­Clark

Production Company: Caviar

Category: Beauty/health , Health care

Genre: Comedy