Plant-based Silk Almondmilk (of which the Reel 360 team partakes in) is taking a lighter look at how neighbors are social distancing while still trying to maintain some sort of human contact during this pandemic.
While neighbors are #IsolatedYetUnited, they are creatively social distancing during this time. Even a spokeswoman for the company told Reel 360, “I can personally relate to this one (commercial), because we’ve enjoyed some socially distanced baked good drops between my downstairs and across the hall neighbor in my apartment building (perhaps too many, I do not need a huge plate of fresh Snickerdoodles in my home every week).
Created by Brooklyn-based Lightning Orchard, this new spot for Silk was directed by Max Malkin of Pretty Bird, who creatively navigated the shoot himself, putting his son, wife and dog in front of the camera while filming at his own house.
The resulting spot is a message we can all get behind: “Neighbors are still Neighbors.”
“Here at Silk, we believe it’s important to treat others with compassion and care, and have been truly inspired by all the unique, creative ways that neighbors are showing they care from a safe social distance. As more people take up cooking and baking in quarantine, Silk Almondmilk is the perfect complement to your favorite comfort foods – and we hope we can bring some comfort and joy to all those around us,” says Andrew Hartshorn, Senior Vice President of Marketing, Plant-Based Food & Beverages for Silk.
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“More than people want to hear another brand’s homily that we’re in crisis—we get it, brands—people want to feel normal. We hope to contribute to that,” added Jeff Kling, Lightning Orchard Founder and Chief Creative Officer
Silk has also announced the company’s commitment to helping provide nourishment to people who need it most and recently donated 1.5 million meals* ($150,000) to Feeding America®, the nation’s largest domestic hunger-relief organization.
And to the spokeswoman with too many Snickerdoodles, feel free to drop a care package to Reel 360’s HQ in Hollywood. Address upon request.
CREDITS:
CLIENT: Danone
- Carlos Veraza: President, Danone US
- Andrew Hartshorn: SVP, Brand Marketing
- Dan Hamilton: VP, Brand Elevation
- Allison Ingalls: Senior Manager, Brand Elevation
- Derek Neeley: Senior Brand Director
- David Robinson: Senior Brand Manager
AGENCY: Lightning Orchard
- Jeff Kling: Founder, Chief Creative Officer
- Barney Robinson: Founder, Chief Executive Officer
- Laura Janness: Founder, Chief Strategy Officer
- Conor Dooley: Creative Director
- Paige Whitaker: Art Director
- Tori Nygren: Copywriter
- Sherri Levy: Head of Production
- Sumer Friedrichs: Producer
- Lucie Kittel: Account Director
- Mister Brumfield: Business Manager
PRODUCTION COMPANY: Pretty Bird
- Max Malkin: Director
- Kerstin Emhoff: Co-Founder / Executive Producer
- Suzanne Hargrove: Executive Producer
- Tracy Hauser: Director of Production
- Matt Wersinger: Line Producer
EDIT: Exile
- Kyle Brown: Editor
- CL Kumpata: Executive Producer
- Producer: Catherine Liu
MUSIC: New Math
- Ray Loewy CD
- Kala Sherman EP
SOURCE: ICF/Next
