News: NEW WORK: Grey and Bodega Deliver Brand Shift for Lean Cuisine
Last Updated: July 7, 2015 6:07 pm GMT
(New YorK, New York--July 13, 2015) New York/San Francisco-based content creation/production studio Bodega
director Adam Reid
peers into an inspiring and contagiously passionate delivery nurse who fuels her joy for helping others with healthy eating in the new 2:00 “Night Nurse” for Lean Cuisine out of Grey, New York. The docu-style campaign depicts a significant shift for the brand, steering away from the dieting messaging and focusing on maintaining a healthy lifestyle to feed the passions in people’s lives. The spot features a spirited night nurse who brings her fervor for life to both her personal passions and career, riding a Harley while off the clock, and inspiring strength in soon-to-be mothers when at the hospital. She bounds through hospital hallways with a genuine excitement for bringing new life into the world and fuels her vivacity with healthy eating.
to view the 2:00 of “Night Nurse” and HERE
to view the :30 version.
Notes Grey Executive Creative Directors Caitlin Ewing and Linda Mummiani, “Adam Reid made our mission his own. He really turned our project into a labor of love. And it showed in every frame, every client conversation, and most importantly, in our truly groundbreaking outcome”
The spot is part of an overall new direction for the brand, which includes refocused advertising, new packaging and frozen entrée options that have been designed to move away from dieting messaging and more towards encouraging healthy eating. The advertising campaigns target women with stories of a healthy lifestyle empowering real women in their everyday lives.
With a proven track record for capturing genuine moments for brands including JDate and Internet Explorer, Reid was tapped for the spot to bring his signature authenticity to Lean Cuisine’s new brand direction. They cast for real night nurses and were drawn to the lively spirit of labor and delivery nurse Elizabeth Ryan, whose soulful personality was ultimately chosen as the best fit for the messaging. Reid felt strongly about letting moments authentically unfold, shooting Ryan on her own Harley, in her own scrubs and capturing her in action as she interacts with the babies, mothers, doctors, and nurses. Notes Reid, “Grey wanted authentic characters and emotional storytelling. I’ve never felt so empowered by an Agency to get those two things right.”
Client: Lean Cuisine
Title: “Night Nurse” :30, 2:00
Agency: Grey, New York
Worldwide Chief Creative Officer: Tor Myhren
Chief Creative Officer: Andreas Dahlqyist
Executive Creative Director: Linda Mummiani
Executive Creative Director: Caitlin Ewing
EVP Global Account Director: Rick Reilly
SVP Account Director: Mercedes Campos
Account Supervisor: Melissa Saks
Account Executive: Abel Gachou
Project Manager: Stephen Samelko
EVP Director of Film Production: Bennett McCarroll
VP Executive Producer: Adam Seely
Associate Producer: Suzie Davidson
Production Company: Bodega
Director: Adam Reid
Executive Producer: Clint Goldman
Head of Production: Michael Flexner
Line Producer: Rayna Saslove
Director of Photography: Evan Jake Cohen
Production Design: Alex Pacion
Editorial: WildChild NY
Editor: Deirdre Bell
Audio: Dante Desole/VisionPost
Bodega is a content creation company based in New York and San Francisco.
We tell stories on screens of every size. We make commercials, promos and digital content.
Our integrated approach allows for collaboration through every step in the process from creative to production through post including audio, finishing, design and visual effects.