For its new “Strip Down to Naked” campaign, the Naked Juice brand teamed with agency Cramer-Krasselt, Chicago, to create work that would inspire people to escape from everyday life–stripping away the unwanted, the hassles of the daily routine–and instead do what makes them feel good, like drinking delicious 100% fruit and veggie juices from Naked Juice.
Visual effects artist Olivier Gondry directed the campaign’s two spots while his brother Michel Gondry, writer and director of Eternal Sunshine of the Spotless Mind, served as creative director. The Gondrys worked via production house Partizan with Fell Visuals serving as VFX house.
In this spot titled “Sidewalk,” viewers are transported form a busy backdrop of everyday life that is physically stripped way to reveal an escape to a new, serene environment.
Credits
Client Naked Juice Agency Cramer-Krasselt, Chicago Marshall Ross, chief creative officer; G. Andrew Meyer, executive creative director; Christina Calvit, group creative director; Jim Bernardin, Andres Schiling, associate creative directors; Tom Cronin, producer; Lizzie Bartek, planning director; Audrey Williams, sr. campaign manager. Production Company Partizan Olivier Gondry, director; Michel Gondry, creative direction; Amanda Clark Altham, line producer; Lisa Tauscher, exec producer. Editorial Whitehouse Post Marin Leroy, editor; Melanie Klein, producer. VFX Fell Visual Effects, Los Angeles Olivier Gondry, Russell Fell, VFX lead artists; Rachel Koch, exec producer; Andre Steyn, VFX supervisor. (Toolbox: Flame, Maya, Photoshop) Music & Sound Design Sonixphere Audio Wave Studios, Chris Afzal, sound designer & mixer; Eleni Giannopoulos, producer.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
