Feb 24

Ogilvy, Caterpillar Light Up Lantern Festival in Remote Chinese Village

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Ogilvy created a new spot in its “Built For It” campaign for Caterpillar, the first international effort in the campaign (and fifth overall), helping a remote village celebrate its lantern festival like never before.

Caterpillar brought power to the Yuhu Village, which is nestled 7,900 feet up in Yunnan Province’s Jade Dragon Snow Mountain for the most spectacular lantern festival its inhabitants have ever seen. The video opens on villagers preparing for the festival, while explaining that “In China, lanterns symbolize prosperity and good fortune.” Before night falls, Caterpillar shows up and powers the 8,840 lanterns with 252,000 watts of electricity from its generator, for a stunning light show, captured by Eyepatch Production and director Brandon LaGanke. Soon, fireworks are going off overhead and the festival is in full swing. The visually impressive spot ends with the line, “Bringing power and prosperity everywhere.”

Beyond its eye candy, the ad does a good job of showing Caterpillar’s equipment standing up to unusual situations. The villagers seem to really appreciate the gesture, as well, and their reactions make the ad emotional, positioning Caterpillar as the hero in the story without seeming too heavy-handed.

Credits:

OGILVY

Group Creative Directors: Chris Curry, Jerry Dugan

Creative: Emily Clark, Gavin Breyer, David Marino, Todd Goodale

Chief Creative Officers: Steve Simpson, Chris Garbutt

Account: Kurt Lundberg, Kate Prescott, Bret Emerson

Planning:  Bryan Smith, Liz Sparkman

Chief Production Officer: Matt Bonin

Producer: Damon Webster

 

CATERPILLAR

Client: Caterpillar – Diane Lantz-Rickard, J. Archie Lyons, Deanna Dean

Creative Director, Global Brand Marketing:  J. Archie Lyons

Producer:  Jim Kelton

EYEPATCH PRODUCTION

Director: Brandon LaGanke

Executive Producer:Joanne Golden

Line Producer: Daniel Lubell

DP: Paul McCarthy

 

EYEPATCH POST-PRODUCTION

EyePatch Executive Producer: Jay Cagide

Post Producer: Laura Shackelford

Editor: Drew Palazzo

Sound Engineer: Ken Meyer

Music Supervisor: Chris Mazur

Color/On-Line: Method/Co3

Assistant Editors: Wes Latta, Andrea Podaski

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Nov 15

Ogilvy’s ‘Choose Your Own Adventure’ Video Series for British Airways Stokes Nostalgia

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I grew up reading the classic Choose Your Own Adventure book series, so Ogilvy’s new Choose Your Own Adventure video series “Yourope” for British Airways has brought on a welcome rush of nostalgia.

The initial video positions you at a British Airways terminal with a choice of four destinations which you can choose to visit: Barcelona, Paris, Berlin, and Rome. The “choose your own adventure” aspect doesn’t end with choosing a destination, however. When you choose Barcelona, you’re given a choice between night and day; when you choose Rome you get to choose between “old” and “new”; in Berlin the choice is between “punk” and “posh”; and in Paris it’s “classic” and “curious.” A different video, each directed by Brandon LaGanke, will play based on which side of the destination you choose. Once it’s complete, you can choose to explore the other side of your destination or to travel somewhere new. For example, if you chose night Barcelona you could then check out daytime Barcelona.

It’s a fun idea, and the execution is well done. Not stopping at choosing a destination, but adding different aspects of the same city creates depth and really adds to the illusion that you’re choosing your own destiny. That each side of each city is given not only its own video, but a different feel — complete with a unique music selection — is the icing on the cake. I’m sure we’ll have haters in the comments section decrying this as a lame, digital gimmick, but I found it to be good fun. If this series left you hungry for more Choose Your Own Adventure style shenanigans, check out this kickass Freaks and Geeks interactive game. Credits after the jump. continued…

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