Directed by Brent Bonacorso of Tool for agency CP+B and client Hotels.com, this film is part of a Vacation Equality Project initiative (http://www.vacationequalityproject.com/) looking to establish a guaranteed minimum amount of paid vacation for American workers.
Through messages written/sculpted in beach sand, we learn that America is the only advanced economy with no guaranteed minimum vacation time for its workers. In fact, 1 in 4 American workers in the private sector does not have any paid time off. This equates to 28 million people who are missing out on all of the benefits of a vacation.
Hotels.com is deploying this film to help build momentum and gather signatures for a petition to Whitehouse.gov asking that overworked and under-vacationed Americans get a minimum amount of paid vacation time in order to stay healthy, focused and productive. A postcard campaign to The House of Representatives has also been initiated.
CP+B believes this initiative has similar potential to the successful Small Business Saturday campaign, which the agency created in partnership with Digitas for American Express.
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Credits
Client Hotels.com Agency CP+B Dan Donovan, VP/executive creative director; Andrew Lincoln, Matt Talbot, VPs/creative directors; Hemant Jain, sr. copywriter; Ben Smith, sr. art director; Matt Lowber art director; Kate Hildebrant, VP, director of video production; Annie Turley, integrated producer, video; Jesse Jones, VP, group executive producer, integrated; Dan Corken, sr. producer, interactive; Adam Barger, content supervisor; Kimmy Cunningham, content manager; Brian O’Connell, sr. cognitive anthropologist; Jason De Turris, VP, group planning director. Production Tool of North America Brent Bonacorso, director; Oliver Fuselier, Robert Helphand, exec producers; Joshua Greenberg, producer; Dustin Callif, managing partner, digital; Chris Neff, exec producer/digital; Joy Kuraitis, head of digital; Bartek Drozdz, creative director, tech; Michael Sevilla, creative director, design; Yuee Seo, designer; Norma Kwee, sr. digital producer. Post/Editorial/VFX Plus Productions, Boulder, Colo. Chadwick Shoultz, editor/colorist; Joshua Thiel, clean-up artist; Lennon Barnica, post producer; Nathan Folbrecht, jr. post producer. Audio Post Sonic Union, New York Steve Rosen, mixer. Music JSM Music Joel Simon, Koki Sito, composers.
This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.
Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.
But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.
The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.
“Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More
