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Posts Tagged ‘David Baldwin’

Baldwin& Brings Burt’s Bees to TV

Durham-based agency Baldwin&, Burt’s Bees’ agency of record, is bringing the brand to television for the first time in its 30-year history with a new campaign promoting its line of flavored lip balms.

The campaign is built around one 30-second and two 15-second ads utilizing whimsical animation to illustrate the variety of flavored lip balms from the brand. In the the 30-second spot, bees drop a tube of the brand’s original mint-flavored lip balm and a mint parachute opens. We then see grapefruit butterflies representing Burt’s pink grapefruit variety, chased by a honeycomb net on top a tube of honey-flavor. The scene unfolds to represent all of the brand’s flavored varieties, followed by the new “Uncap flavor” tagline.

“Lip balm is becoming something more like a gum product that brightens up consumers’ day,” Tad Kittredge, associate director of marketing at Burt’s Bees, explained to The New York Times. So while lip balm has traditionally been marketed to treat conditions like chapped lips,”…recently you’re starting to see a lot more of what I would call personality-driven and lifestyle-focused advertising, and we’re focused on the flavors as a way to reinforce the fun aspect of the brand,” Kittredge said.

In addition to the brand’s first television spots, which break Monday, the campaign also includes a print component, which uses similar imagery to promote the brand’s variety of flavors in full-page print ads. Read more

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Lance Reddick Introduces Cree LED Bulbs for Baldwin&


Lance Reddick, who you should know as Lieutenant Daniels on The Wire, takes center stage in Raleigh-based agency Baldwin&‘s new campaign for Cree LED Bulbs, entitled “The Room of Enlightenment.”

The digital campaign features Daniels Reddick in a series of loquacious spots extolling the virtues of LED bulbs, which compare favorably to the incandescent ham fryers you grew up with. Relying on solid copywriting and Reddick’s excellent delivery, the spots are memorable without any frills or fancy production touches. The campaign comes on the heels of a recent incandescent bulb ban, with stores still trying to sell their remaining stock of the soon-to-be relics. One spot, “Gray Market” (featured above) pontificates that there will soon be an illicit market for incandescent bulbs where you may find yourself  “trading jugs of grandpa’s porch juice for bulbs out of a rusty hatchback from a guy with a tattoo on his forehead who goes by the name of Rattlesnake.” In other, clever spots, Reddick uses a competitor’s oddly-shaped bulb as a ping-pong paddle, and talks metaphorical money goats. Stick around for a couple more spots, along with campaign credits, after the jump. Read more

Burt’s Bees Adds Halloween Faves to ‘Classic Vines’

A few weeks ago we shared Burt’s Bees “Classic Vines” series: interpretations of classic literature using products from their “classics” collection animated in the Vine 6-second format from Baldwin& and animator Jethro Ames. Now, Burt’s Bees has rolled out two new classics for Halloween.

Their selections shouldn’t surprise anyone: The Legend of Sleepy Hollow and Strange Case of Dr. Jekyll and Mr.Hyde (featured above) both get the Burt’s treatment. Both Vines are pretty much what you’d expect. In The Legend of Sleepy Hollow, the headless horseman is portrayed as a stick of lip balm whose cap has fallen off. Dr. Jekyll and Mr. Hyde, I think, works a little better. Dr. Jekyll, portrayed by Burt’s Bees Lemon Butter Cuticle Cream, drinks his concoction and is transformed into Mr. Hyde — portrayed by hand salve. Nothing mind-boggling here, but the way that the product changes during the transformation is a nice touch. If you liked this approach when Burt’s Bees introduced it, you’ll welcome these new Halloween additions. If you thought the idea was stupid, these will do nothing to change your mind. Stay tuned for “Sleepy Hollow,” along with credits, after the jump. Read more

Burt’s Bees Billboard Finds New Life as Rain Catchment System

Call it the inspirational true story of a billboard that won’t quit. Directed by Ben Affleck, produced by Grant Heslov, starring Gary Busey as the billboard. Ok, maybe next year…

But last year, Burt’s Bees and Raleigh, NC-based Baldwin& followed up their “Music from Nature” Earth Day effort by creating an  11′ x 6′ billboard made entirely of tear-off product coupons to promote the brand’s Intense Hydration line of moisturizers. Once the coupons were removed in October, the billboard revealed the Burt’s Bees ad. Five months later, the billboard is still kicking. The original 11′ x 6′ vinyl sheeting was given to the Durham School of the Arts, which recycled it into a rain catchment system that could allow farmers to reuse 6300 gallons of rainwater per year.

Plenty of advertising is about mental and physical waste (see couchgating), but this is a cool example of how ads can be reused and integrated into a positive campaign. In the spirit of smooth skin and better farming practices, it’s worth a watch. Credits after the jump.

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Norman, Reilly, Credle Among 2011 One Show Jury

It fell through the cracks last week, but what the hell,  in case you haven’t heard and are interested, we have the list of who’s playing judge and jury in the 36th Annual One Show, which will take place on May 12 at Lincoln Center’s Alice Tully Hall in NYC. Those of you vying for Gold, Silver and Bronze Pencils, check out who’ll be poring over and critiquing your work come April 3-10, 2011 after the jump. By the way, One Show deadline entry is Jan. 31.

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Creative Circus Really Wants Don Draper (Jon Hamm) to Speak at Graduation

They might be better served getting Mad Men creator Matthew Weiner to speak, but yeah, we see why Jon Hamm, or as he’s better known, Don Draper, to show up as commencement speaker at the Creative Circus’s graduation ceremony. The young’uns have decided to hit up Facebook and reel in creative directors to talk up the biz in order to get Hamm to speak (probably in character) at the event.  Here’s one example from Baldwin& “lead guitarist”  David Baldwin. So Don-ahem, Jon-you in for the Grad Men gig? Check out more on this effort here.

Arnold Alum’s New Venture Definitely Not About Crowdsourcing, No

We can’t help but think of Ty Montague and Rosemarie Ryan’s new venture Co: when we read the description for Ideasicle, which is yet another company looking to disassociate itself from the dreaded “crowdsourcing” label by slapping another fancy title on and surrounding itself with “creative experts.”

The brainchild of Will Burns (pictured), former Arnold Worldwide EVP, director of business development & agency innovation, Ideasicle is built on “expert sourcing”, not crowdsourcing and is focused purely on developing “innovative revenue-generating marketing ideas, while leaving the advertising to the advertising agencies.” Who are the experts in question, you ask? Well, Burns has assembled a team that includes creative directors Jed Alger and David Baldwin, who hail from W+K and Baldwin&, respectively.

According to Burns,  “The ideas from the experts are captured using a proprietary technology platform that makes it incredibly easy for each expert to absorb the video briefing, post ideas in time-deferred ways from an iPhone, iPad or computer, and riff off each other.” Here’s a pretty diagram below to help you visualize things:

Ideasicle’s current client roster includes AMD, F.X. Matt Brewing Company and Sidebar Mobile.

More: “Another Crowdsourcing Agency? Nope, Try ‘Brandsourcing‘”