Brand: goodnessknows
Media: Online
Category: Confectionery, Snacks
Agency: BBDO
Geo: United States
goodnessknows: Know A Note
The campaign is based on the idea that a little goodness can lead to greatness. To bring the idea to life, random people on the street were asked to take the first step of learning a musical instrument by learning a single note. Those interactions were filmed – the successes and the failures – and edited into a video that turned a little goodness into the embodiment of greatness – a classical symphony. With the help of 100 participants, 23 different musical instruments, and one courageous teacher, part of Offenbach’s “Orpheus in the Underworld” was created.
Advertising Agency: BBDO, San Francisco, USA
Executive Creative Directors: Matt Miller, Steve Rutter
Creative Directors: Gregg Nelson, Page Kishiyama
Art Director: George Thorman
Copywriter: Jared Johnsen
Executive Producer: Louise Doherty
Senior Account Director: Elana Shea
Account Director: James Campbell
Account Supervisor: Weina Cai
Account Executive: Divya Reddy
Group Strategy Director: Mary FlorCruz
Production Company: Helo Productions
Director: Jeff Tremaine
Editorial: Rock Paper Scissors
Editor: Neil Meiklejohn