New ad campaign: DDB Worldwide for Pure digital

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Pure Digital

Job: Launch Pure Digital’s new pocket-size video camera, Flip Video.

Agency: DDB Worldwide, San Francisco. Principals: Mary Moudry, managing partner and president; Lisa Bennett, managing partner and chief creative officer; Stacey Grier, managing partner and chief strategic officer.

Other clients: Brita, Clorox Franchise, GameFly, Glad, Hidden Valley Ranch, Pine Sol, Tilex, Kingsford, Snack Pack, Children of Shelters, Fresh Step, Snack Pack, Chef Boyardee, Pam, Swiss Miss, Catholic Charities/CYO, Golden Gate Fields.

Creative Team: Lisa Bennett, chief creative officer; Mike Andrews, creative director/art director; Jon Lancaric, copywriter; Rob Lee, producer; Waytion, directors; Michael Hoar, group account director.

The plan: an integrated marketing communications platform launching across multiple consumer touch points including in-store, television and online. The current television spot runs throughout the year but will be supplemented with new creative.

The theme: When life gives video, take video.

The concept: Because people think of video cameras as big bulky machines that sit on their shelf until the next birthday party, we had to reframe the way they look at video and remind people why video is important. We wanted to inspire people to look at their world a little differently and find that there’s moments all around them worth recording and sharing, and with Flip Video, now they can.

Mike Andrews

Age: 34

Position: Creative director

Education: bachelor’s degree in design, Illinois Institute of Technology.

What drove the development of the concept?: Through copy, my partner Jon found a poetic way to inspire people to see differently. From there, we worked to find a unique visual way to trigger all the possibilities video has.

Working on next: A TV campaign for Kingsford Charcoal.

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