Coolfire Studios recently produced a new broadcast campaign in partnership with St. Louis based advertising agency Rodgers Townsend. The campaign entitled “Protect Your People,” was produced for Cutter Backwoods Insect Repellent and Cutter Skinsations Insect Repellent; both of which are part of the Spectrum Brands portfolio.
COVID-19 has affected the advertising industry just as it has many other industries, so it was important for Coolfire and Rodgers Townsend to find safe yet creative ways to execute these new spots. “By mid-March, we knew that the production process was going to be changed at least for the time being and potentially forever,” said David Johnson, President and Executive Producer of Coolfire. “As creative problem solvers, we approached this the same way we would any other problem and formulated a plan that would keep everyone safe and deliver creatively.”
“You can only solve it so many ways with stock footage, stills, animation or even type. Some ideas, even now, beg to roll camera. Our friends at Coolfire and the entire St. Louis community have gone above and beyond to keep the makers making safely,” said Michael McCormick, Chief Creative Officer for Rodgers Townsend.
“It was incredible to see it all come together the way it did. The agency did a fantastic job of developing scripts that were highly creative, but at the same time producible in this new environment,” said David Johnson, president of Coolfire. “Our cast and crew were fantastic and adapted to this new work environment very well. They were all excited to get back to work, but at the same time, knew what they needed to done to facilitate a safe working environment.”
“We owe it to our client partners and the brands we serve to grow their business. Even with the incredibly challenging and ever-shifting environment of COVID, Coolfire has helped us safely produce work without compromising the idea. Everything takes a little longer right now, but making is still very much possible,” stated McCormick.
Two spots were produced (:30 and :15 versions for each) and were directed by Cody Stokes. Daredevil features a precarious young girl preparing to make an epic jump over her stuffed animal collection with her bike; while Garage Band features a young teen rocker who is about to bring down the house with an over the top guitar solo. The message in both is that you can’t protect them from everything, but at least you can protect them from ticks and mosquitos. The spots are airing on national cable networks as well as on social media platforms.
- Coolfire Studios COVID-19 Safety Document: https://lnkd.in/eVztSn7
About Coolfire
Based in St. Louis, Missouri, Coolfire Studios is a content creation studio that specializes in commercial production, branded content for digital platforms, and television shows. With a strong DNA for storytelling, Coolfire Studios goes beyond the traditional production company by using digital marketing to drive audiences and social engagement to help ensure the content’s success. The company has produced work for brands like: Amazon, AT&T, Toyota, Smoothie King, Purina, Enterprise Rent-A-Car, and LG to name a few. Find out more at www.coolfire.com.
About Rodgers Townsend
Rodgers Townsend is an internationally acclaimed, full-service marketing communications agency located in St. Louis, Missouri. The agency provides strategic planning, advertising, CRM, direct/one-to-one marketing, digital and social content marketing and branding and design services to a wide range of brands both nationally and regionally.
Current clients include: Spectrum Brands (Cutter, Spectracide, Hot Shot, DreamBone, SmartBones, FURminator, Nature’s Miracle, Tetra, Marineland, George Forman) AT&T, Smoothie King, The Black Rep, Dreamfields Pasta, The Donald Danforth Plant Science Center, Yellowstone Bourbon, Ezra Brooks Bourbon and St. Louis University.
Since 2006, Rodgers Townsend has been a proud member of DDB and Omnicom. Visit www.rodgerstownsend.com for more information.
About Spectrum Brands
Spectrum Brands Holdings, a member of the Russell 1000 Index, is a global consumer products company offering a broad portfolio of leading brands focused on driving innovation and providing exceptional customer service. The Company is a leading supplier of residential locksets, residential builders’ hardware, plumbing, shaving and grooming products, personal care products, small household appliances, specialty pet supplies, lawn and garden, home pest control products, and personal insect repellents. Helping to meet the needs of consumers worldwide, our Company offers a wide portfolio of market-leading, well-known and widely trusted brands including Kwikset®, Weiser®, Baldwin®, National Hardware®, Pfister®, Remington®, George Foreman®, Russell Hobbs®, Black+Decker®, Tetra®, Marineland®, GloFish®, Nature’s Miracle®, Dingo®, 8-in-1®, FURminator®, IAMS® and Eukanuba® (Europe only), DreamBone®, SmartBones®, Digest-eeze™, Healthy-Hide®, Littermaid®, Spectracide®, Cutter®, Repel®, Hot Shot®, Black Flag® and Liquid Fence®. Based in Middleton, Wisconsin, Spectrum Brands generated fiscal 2018 net sales of approximately $3.8 billion.
