Philadelphia // MediaMonks
Client
MediaMonks
Brand
Philadelphia Cream Cheese
Project Duration
Three Months
Services Provided
Executive Producing
Localization Strategy
Global Consultation
Assets
Over 500 Assets created including:
:20 & 10 sec TVC, :06 Bumpers, OLV, Trueview, Photography, OOH, GIFs, Banners
Localization
Spain, Germany, Austria, Belguim, Netherlands, Sweden, Norway, Denmark, Romania, Bulgaria plus and additinal 14 ‘C’ Markets
Mondelez was embarking on their first European Philadelphia campaign in over a decade. The goal was to scope and create a production strategy so TVCs, online and digital assets, and photography would all be produced in one production and then have a life after the original production to be easily localized and transcreated.
SkipRope was brought in from the beginning of the brief with MM to guide on best practices for successful localization, transcreation, and creating templated branded digital assets.
Together with MM and Ogilvy we created a full brief for all creative which consisted of 20” TVC, 10 TVC, 6” Brand Bumper, 6” Product Bumper, Key Visuals, Online Video, and Trueview. The shorter assets were not direct cut downs of the 20” TVC therefore we first needed to identify the full scope of work, all the unique shots needed to be produced before we could understand the breadth of the project as a whole.
After finalizing the creative and brief, SkipRope was responsible for director selection and recommendation, triple bidding directors with MM, budgeting of the entire project, production strategy of how to shoot everything needed most cost effectively, and resolving the best location to shoot this in based on value, professional crews, and locations. SkipRope was responsible as EP from the beginning to the end of the off-line edits.
We concluded with a very successful six day principal photography shoot and a two day still photography studio shoot. We shot one Hero Spanish Commercials, Two German commercials to be localized in 9 languages plus 14 ‘C’ markets, and one TVC in Italian. All casting was done in country and all production was shot in Slovenia in each native language.
We also created a template for digital assets and 10” TVCs by creating the same food belt in CG and shooting food photography in a way that can be swapped in and out, so each country can have their own personalized assets.