BRAND PLATFORM LAUNCH
CREATIVE DIRECTION BY RACHEL FREDERICK, MACLEAN JACKSON, JOHN REGAN, BRYAN BARNES, ALLISON LACKEY, AMANDA YOUNGER, & JORDAN DODSON, DESIGNED WITH DESIGN DIRECTOR CHARLES WATLINGTON
Oscar Mayer had a problem that a lot of big, historic brands have today: the brand wasn't acting iconic.
So when Oscar Mayer came to Johannes Leonardo to launch its first masterbrand campaign in decades, we went back to the past to figure out how to move forward into the future. When looking at what was so iconic about the Wienermobile and the Bologna song, we realized the core of the Oscar Mayer brand was simple, joyful creative that brings a smile to everyone's face. First up: Yum Choir.
We launched additional spots in a wide range of styles, but all with the common thread of just being the right kind of weird.
We partnered with Buzzfeed and Tenor Creative to commission dozens of artists to work with the rhomboid frame for social.
We partnered with The Voorhes to create the most beautiful meat-based miniatures you've ever seen.
All scenes were physically created and built out by hand by the team at The Voorhes, who we also worked with on Neverending Sammie, a contextual Times Square billboard that displayed an infinite loop of a breakfast sandwich in the morning and the club sandwich of your dreams for the rest of the day.
