Morton Salt: The One Moment [image]

Credits & Description:

Title: The One Moment
Agency: Ogilvy & Mather
Brand: Morton Salt
Country: USA
Entrant Company: Ogilvy & Mather, Chicago
Advertising Agency: Ogilvy & Mather, Chicago
Production Company: Park Pictures , London / Artjail, New York
Chief Creative Officer: Joe Sciarrotta (Ogilvy & Mather)
Executive Creative Director: David Hernandez (Ogilvy & Mather)
Global Executive Creative Director: Liz Taylor (Ogilvy & Mather)
Creative Director: Amy Gozalka (Ogilvy & Mather)
Associate Creative Director: Kara Coyle (Ogilvy & Mather)
Executive Producer: Gayle Mccormick (Ogilvy & Mather)
Senior Producer: Annie Larimer (Ogilvy & Mather)
Project Manager: Philip Puleo (Ogilvy & Mather)
Management Supervisor: Annie Gray (Ogilvy & Mather)
Management Supervisor: Paige Robinson (Ogilvy & Mather)
Assistant Account Executive: Katie Quinn (Ogilvy & Mather)
Planning Director: Janna Reddig (Ogilvy & Mather)
Planner: Max Arevuo (Ogilvy & Mather)
Director: Damian Kulash (Okgo)
Okgo: Timothy Nordwind (Okgo)
Okgo: Andy Ross (Okgo)
Okgo: Dan Konopka (Okgo)
Executive Producer: Justin Pollock (Park Pictures)
Executive Producer: Jackie Kelman Bisbee (Park Pictures)
Producer: Pat Frazier (Park Pictures)
Spfx Supervisor: Kelly Kirby (Park Pictures)
Editor: Cass Vanini (Park Pictures)
Head Of Production: John Skeffington (Artjail)
Execution:
Working with OK Go and leveraging their fan base not only enabled us to engage with millennials, but also helped maximize a limited media budget by using OK Go’s owned channels as part of our media distribution plan. Leading up to launch, OK Go teased content daily. The video then launched exclusively on Facebook for the first 48 hours. As the first 4.2 seconds of the video are so visually disruptive, the video was essentially designed to be skippable-proof, maximizing views and shares on social media. The video was then followed by a behind-the-scenes video and live Facebook Q&A event with the lead singer to further engage and captivate audiences. The social launch was complimented by a multimedia release from CBS news affiliates to help magnify the reach of our message. And to complete the media blitz, OK Go performed on the Late Show with Stephen Colbert.
Campaign Description:
Morton Salt is an iconic brand, but because it hasn’t done any major advertising in nearly 60 years many people perceive it as outdated. Morton knew it needed to make its brand, and product, relevant again. But how do you make something as seemingly insignificant and commoditized as salt worth talking about? Partnering with OK Go was the first component of the idea—to create something radical and untraditional for a 168-year-old salt brand. The next step was to create a video that elevated what Morton has been doing for decades—making small moments better and brighter. This came to life in a 4.2 second music video that revealed over 4 minutes of jaw-dropping wonder. The video captured how something so seemingly small and insignificant—just like salt—could still hold an amazing amount of impact.