Brand Camp: One Onion to Rule Them All

It's an original web-based soap opera series for Kraft Canada's brand Peek Freans Lifestyle Selections. This is episode three in a series of eight episodes. All the episodes can be viewed online at http://www.asthecookiecrumbles.ca. It's a very unique campaign - we’ve done our best to replicate familiar soap opera style, but keeping in full view that this is definitely a branded spoof. The show’s got a 10-person cast and familiar storylines of adultery, mystery and deception. It’s even bookended by “brought to you by” messages reminiscent of TV shows from days gone by when they were produced by companies or brands.

Spoofing a breaking news report, the new national Midas television spot “Chase” humorously conveys the need for winter tires and the importance of winter car maintenance. Developed by DDB Canada’s Vancouver office, the new spot marks Midas’ first original Canadian broadcast campaign in almost 10 years, as well as their first national marketing activity specifically for their tire products and services.

“Seasonal tire changes are a ritual for Canadian drivers,” says Glenn Root, vice president, Canadian operations, Midas. “In Canada to prepare for the ice and snow it’s safer to have a car fitted with winter tires and have proper winter maintenance done. Using a surprise and smile, the new campaign humorously reminds and encourages viewers to get ready for winter by visiting their Midas dealer.”

Tourism Australia today launched “Transformation”, a new advertising campaign being rolled out in 22 countries around the world. Baz Luhrmann, known for his movies Moulin Rouge and William Shakespeare’s Romeo and Juliet, was responsible for the television and cinema commercials set in New York, Shanghai and Western Australia.

Original music for the New York commercial, Billabong, was composed by Sydney composer and song writer Elliott Wheeler, from sound and music boutique Nylon Studios.

The music for the New York spot was composed and recorded within a 48 hour timeframe in early September. Film directors Baz Luhrmann and Bruce Hunt called Nylon Studios on a Friday night a month before the launch, asking for a demo to be completed by the following Monday. Elliott composed two pieces on the Saturday before recording them with a string ensemble from Sydney Symphony Orchestra on the Sunday morning.

Once the creative team had chosen one of the tracks further work included the addition of multiple layers of piano tracks to create a a signature sound for the main piano melody, and careful sound engineering and mix by Wayne Connolly. Encouraged by warm response to the soundtrack, Wheeler has written an extended version with lyrics recorded by Abby Dobson from Sydney band Leonardo’s Bride.

“We wanted to use strings, but not on such a scale that we’d be dictating to the audience what they were meant to feel, so in the end we went with a much smaller chamber ensemble. We put a lot of energy into finding a balance between the intimacy expressed in the dialogue, and the grandness seen in the cinematography.”