TBWA\Chiat\Day LA’s Red Baron humour continues, this year with a series of films that has a lot of fun with bonding and sharing. The campaign taps into the idea that sharing can lead to a cascade of more sharing – two grans admitting they like being bad, for instance, hipsters revealing they actually hate kale and book club members breaking the rules.
The charm of Sharing Leads to More Sharing is that its humour is so human. The cleverness is that the premise endorses a common human desire – sharing a Red Baron pizza not only brings people closer together, but also encourages them to share more of themselves…as they are. The campaign highlights authentic moments where sharing pizza leads to openness and connection, but in a kind of ridiculous way.
Sharing Leads to More Sharing is an extension of TBWA\Chiat\Day LA’s Share Something Awesome brand platform that emphasises the act of sharing and how Red Baron pizza can bring people together. Its humorous tone mirrors that of last year’s Showdown: Fully Loaded, putting new spin on the brand platform. Rather than focusing on conflict, the new campaign flips the script to focus on unity.
The campaign is digital-first campaign with main components in OLV, digital and social.
Credits:
Client: Red Baron
VP, Marketing Consumer Brands: Federico Arreola Carrazco
Senior Director of Brand Marketing, Pizza: Roger Galloway
Director, Pizza – Red Baron & Tony’s: Maddie Essman
Marketing Manager: Meredith Saari
Associate Marketing Manager: Grace Harker
Marketing Manager: Christa Bundt
Digital & Social Media Specialist: McKenzie Magaw
Director of Omnichannel Marketing: Susan Mainquist
Creative Agency: TBWA\Chiat\Day LA
Chief Creative Officer: Renato Fernandez
Executive Creative Director: Kirsten Rutherford
Group Creative Director: Martin Insua
Creative Director: Mo Osunbor
Senior Art Director: Will Stearns
Senior Copywriter: Andrew Boyer
Producer: Danny Arnone
Associate Producer: Max Hite
Post Producer: Alyson Buoncristiani
Strategist: Stephanie Berenson, Corey Kindberg, Blair Paley
Associate Connections Director: Sullivan Sednek-Simes
Brand Management: Jacqueline Redmond, Tandi Silberman, Karen Falk
Operations Director: Klarika Huszar
Senior PR & Communications: Autumn Drummond
Business Affairs Manager: Emily Machtinger
Associate Traffic Manager: Le-Anne Noble
Budget Manager: Candace Mooty
Production Company: Chelsea Pictures
Director: Jack Cole
Owner & President: Lisa Mehling
Executive Producer: Pat McGoldrick
Line Producer: Sara Nouman
DoP: Sebastien Blenkov
Editing: Whitehouse
Editor: Heidi Black
Assistant: Joe Carugati
Producer: Jared Thomas
Executive Producer: Joanna Manning
Post-production & VFX: Carbon
VFX Lead: Pete Mayer
Creative Director: Rob Foster
Designer: Mikhail Pakhomov
Producer: Vanessa Yee
Executive Producer: Matt McManus
Colourist: Julien Biard
Colour Assist: Zoe Lambert
Colour Executive Producer: Natalie Westerfield
Sound: Lime
Audio Mix: Sam Casas
Producer: Cassie Underwood
Executive Producer: Susie Boyajan
