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Anomaly

Johnnie Walker Walks On to Anomaly


Diageo has selected Anomaly as its new creative agency of record for Johnnie Walker, Adweek reports, the culmination of a review which launched in October. The decision marks the end of the brand’s fifteen year relationship with BBH, which defended in the review. Other finalists in the review included W+K, Ogilvy & Mather and BBDO. Johnnie Walker spent an estimated $40 million on media in 2013.

Given the success of BBH’s “Keep Walking” campaign, the review came as a surprise to many in the industry, including the agency’s competitors. Upon launching the review, Guy Escolme, the global brand director at Johnnie Walker, stated that ““The brand’s relationship with BBH has been hugely successful, with the agency producing award-winning work of outstanding creativity,” but that “the time is right to invite selected agencies… to look at how we take the brand forward into the future.”

The final selection shouldn’t come as a complete surprise, as Anomaly previously worked with Johnnie Walker on “The Gentleman’s Wager,” the online spot starring Jude Law which came out this summer and ultimately topped 11 million views on YouTube.

The brand’s decision comes right on the heels of the release of BBH’s ambitious “The Next Step” spot celebrating the impending new year. That ad will now serve as the agency’s swan song to their long relationship with the brand.

For Anomaly, meanwhile, the decision follows the agency picking up Budweiser’s “Made In America” festival earlier this month and Panera Bread back in September.

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ACE Content Takes Unsuspecting Cab Riders on Adventures for North Face

Anomaly’s content and entertainment division, ACE Content teamed up with production company Decon to produce “See For Yourself Cab” for North Face.

The North Face branded cab drove around New York City picking up unsuspecting passengers and offering them the opportunity to take an adventure, asking them, “Do you want to see for yourself?” Passengers who answered in the affirmative were then driven to such locations as Rockaway Beach, Windham Mountain, The Gunks, and even Canyon Lakes, Utah — 2,138 miles from New York City — for surfing, mountain biking, kayaking and mountain climbing excursions. It’s a pretty fun concept, perfect for the brand, and those involved seemed to genuinely have a blast. The video has gained some attention online, too, with almost 500,000 views on YouTube since being posted a week ago. Read more

Dick’s Asks Strangers to Play with Its Balls

Anomaly continues to “Spread Love” for Dick’s Sporting Goods, launching its “Holiday Hoops” extension of its “Gifts That Matter” campaign today on “Giving Tuesday.”

The ad follows on the heels of this heart-tugging spot and similarly explores how a basketball hoop can bring people together. This time around, though, Anomaly employs a “social experiment film” documenting people’s reactions when they leave basketball hoops, and a tray of balls with a “Play with me” sign, at various locations around Cleveland, Los Angeles and New York City. Naturally, the hoops caused strangers to bond over pick up games and Anomaly captured their genuine enthusiasm for the spot.

The video, however, is just the tip of the iceberg in terms of Dick’s “Spread Love” charitable initiative. Cleveland Cavaliers star Kevin Love teamed up with The Dick’s Sporting Goods Foundation today to surprise over 200 students at Scranton Elementary School in Cleveland with two new basketball hoops. The brand defines “Holiday Hoops” as a “‘pay it forward’ movement” which will ultimately donate over 100 hoops to organizations (all either schools or non-profits) across the country. Dick’s will select two such organizations every day, and then give them the chance to “pay if forward” to two of their own choosing, announcing the participants on social media with the #HolidayHoops hashtag.

“This holiday season, we wanted to enhance our “Gift That Matters” campaign by exploring the unique power a basketball hoop has to unite people and communities,” said Lauren Hobart, senior vice president and chief marketing officer, Dick’s Sporting Goods and president of The Dick’s Sporting Goods Foundation. “We believe that sports really do matter and Dick’s Foundation is thrilled to be able to provide 100 hoops to schools and communities across America.”

Anomaly Scores Budweiser’s ‘Made in America’ Festival

budweiser

This morning we learned that a rep for Anheuser-Busch InBev has confirmed a tip we received yesterday: the company officially ended its relationship with Translation by sending the creative work for its “Made in America” music festival to Anomaly.

We’ve yet to receive confirmation from the agency, but the A-B PR said this:

The move was about “synergy” rather than any performance issues on the Translation side.

“We have an ongoing, global relationship with Shawn ‘Jay Z’ Carter. It will continue.”

You may recall that this is the latest in a series of agency shifts for Bud; after Translation won “a huge portion of” the business in December 2011, the client also assigned its Made in America brand to Steve Stoute’s agency in August 2012. In 2013/14, however, Energy BBDO won both the Bud Light and Bud Light Lime accounts — and this move marks the final shift of A-B’s business away from Translation.

Since Anomaly has been one of Budweiser’s lead agencies since 2010 (its “Puppy Love” spot topped February’s “top Super Bowl ads” list), no formal review was needed.

Panera Names Anomaly Lead Creative Agency

panera-logo-jpgPanera Bread has named Anomaly as its new lead creative agency following a review that included two other agencies which the casual dining chain declined to identify, Adweek reports. Spending on the assignment is estimated at $90 million, according to that publication, and the review did not include media buying and spending, which will remain at Maxus.

As you may recall, Anomaly succeeds Cramer-Krasselt, who ended its relationship with the brand back in June. Cramer-Krasselt CEO Peter Krivkovich announced the agency’s resignation from the account via an internal memo, citing creative differences which he called “too much even in this crazy business.” Panera Bread Chief Marketing Officer Michael Simon responded by claiming the brand had issued a creative review, which Cramer-Krasselt opted out of.

Simon told Adweek that Anomaly’s recent work for brands including Budweiser (for whom the agency crafted World Cup and Super Bowl campaigns) and Dick’s Sporting Goods landed them on Panera list of agencies for initial consideration, and that “its strategic thinking and ability to deliver more than just advertising (content, new product ideas, etc.)…set it apart from other contenders.”

An idea the agency pitched in the review is currently being refined into a new campaign, which is expected to debut early next year. Read more

Jude Law Stars in Anomaly’s Lengthy ‘The Gentleman’s Wager’ for Johnnie Walker

In the latest sign that the digital ad lengths are getting out of control, Anomaly tapped Jude Law for a six minute “short film” long ad promoting Johnnie Walker Blue Label.

When Law admires a wealthy friend’s boat, with the friend going on about the ship’s unique aspects and building circumstances, he makes a gentleman’s wager to win the seafaring vessel with a dance. Unsure why he would do this, when he can’t really dance, Law nevertheless prepares a choreographed effort to impress the friend and win the boat. It’s an entertaining enough set up, but the dance scene itself leaves a lot to be desired and drags on far too long. While not without its charm, “The Gentleman’s Wager” really could have been told in half its running time. Stay with us for credits after the jump. Read more

Anomaly Amsterdam Aims to Capture Emotion of Live Soccer for Fox Sports

Anomaly Amsterdam has a new campaign for Fox Sports which aims to capture the excitement of watching live soccer.

The 60-second spot doesn’t include a second of actual in-game footage, choosing instead to focus on the reactions of fans — from anguished to exultant — watching the game. Their facial expressions and body language give the viewer an idea of the on-field drama as an opera plays in the background. The approach leaves an impression of just how impassioned fans young and old get about the game, and it’s a welcome departure from the myriad ads that simply assemble in-game footage of popular stars.

“Anomaly did an outstanding job at capturing the tension, excitement, joy and pain that fans experience while watching a live soccer match,” said Fox Sports Marketing Director Jan Bonjer. “Their world class brand and soccer experience has helped us create an authentic and insightful campaign made by fans, for fans.”

The campaign also includes 30-second versions of the spot, as well as print, digital and radio executions. Stick around for credits after the jump. Read more

Kraft No Longer with Anomaly Toronto

kraft_mac_cheeseKraft Canada wants to make more folks north of the border eat Mac n’ Cheese. In order to achieve this goal, the company took its business from TAXI Canada to Anomaly Toronto a few months ago.

The key word in that partnership was “fun“, which served as the basis of a new, “wacky” campaign designed to “rekindle memories of a happy childhood.”

Now the brand has had a change of heart.

Read more

Anomaly Has a Moment with Dick’s Sporting Goods


Everyone loves sports ads celebrating unknown heroes, and Anomaly’s latest effort for Dick’s Sporting Goods is a suspense-filled nod to every young athlete’s moment of truth–be it courtside, trackside, or curbside.

Entitled “The Moment”, the :60 spot has all the fast cuts and chest pounding moments we’ve come to expect from the PA-based retailer (along with the requisite over-the-top orchestration). With back-to-school days on the horizon, it’s sure to strike a chord with soccer/football/basketball moms and dads in need of some fresh gear for that future superstar.

Click through for the credits…

Read more

Budweiser, Anomaly Kick Off ‘Rise As One’ World Cup Campaign

Today, Budweiser has officially launched its “Rise As One” campaign, developed by Anomaly, to promote its sponsorship of the 2014 FIFA World Cup. The basis of the campaign is a “fully integrated, global content series” centered around the the theme of honoring “the moments that unite football fans worldwide.”

Highlighting the campaign is the new spot “Believe As One,” which made its digital debut today and will air internationally as anticipation for the World Cup continues to grow.  The new spot, filmed in black and white by director Garth Davis “to truly highlight the passion and pride for the sport that unites fans around the world, irrespective of the team they support” stokes anticipation of the FIFA World Cup 2014 Brazil by showing the almost religious fervor fans across the globe bring to the game. The 60-second spot concludes with a group triumphantly raising their beers, followed by the “Rise As One” tagline.

“Football is unique in its ability to unite fans all over the globe and its unifying power is never more evident than when the world comes together during the FIFA World Cup,” Andrew Sneyd, Budweiser global VP, explains in a statement. “Through the Rise As One campaign and our new spot ‘Believe As One,’ Budweiser showcases the passion and building anticipation shared by fans and players the world over.”

In addition to the new spot, the folks at VICE (who are everywhere these days) are getting in on the action, partnering with Anomaly and Budweiser to launch “Budweiser Heroes,” which showcases “the real-life stories of individuals who have made a significant impact in their community and how their love of football transformed the lives of everyday people.” Beginning today, Budweiser is calling on fans to submit their own “Budweiser Heroes” stories. Budweiser and Vice will also be creating a series of digital shorts to serve as inspiration for the program. A few chosen winners will receive an all-expenses paid trip to the 2014 FIFA World Cup Brazil, tickets to a football match and a three-day stay at the Budweiser Hotel in Rio de Janeiro.” You can learn more about the “Rise As One” campaign at the official website, and stick around for credits after the jump. Read more

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