Client: Troy-Bilt
Agency: Marcus Thomas, Cleveland
Campaign:
Launch products: “Neighborhood Rider.” Compact riding lawnmower.
“Jump Start.” Cordlesss power starter for all Troy-Bilt hand equipment,
including string trimmers, leaf blowers, etc.
Existing product: TriAction line of front wheel drive, walk-behind mowers (five models).
Strategy: TV delivers emotional message. Shazam links to product detail.
Shazam: TVc’s original music is coded for audio recognition app, Shazam.
“Two-screen viewers” (those watching TV with tablet or smart-phone in hand)
who “tag” the soundtrack via Shazam are led to a Troy-Bilt “branded
in-appexperience,” i.e. a site with product information, retail
availability (Lowes’) locator, and links to Troy-Bilt website and Facebook
page. Also to a $.99 iTunes download of commercial’s 2:24 musical
soundtrack.
Soundtrack: Tom Luce sings original composition, “World Goes By” (“In the spring we’ll
be together as the garden grows.”)
Target:
ECD: Joanne Kim
CD: Jamie Venorsky
ACD/AD: Brian Roach
AD: Jonathan Schmitt
CW: Anthony Pichotta
Agency Prod.: Nikki DiFranco
Prod. Co.: The Cartel, Hollywood
Dir.: Rob Feng
D.P.: Flor Collins
Exec Prod.: Ron Cicero
Editorial: Freditor, Santa Monica
Editor: Fred Fouquet
Post: Ring of Fire, Santa Monica
Exec Prod.: John Myers
CD/VFX: Jerry Spivack
Sr. VFX Prod.: Casey Conroy
VFX Prod.: Justin Beaupre
Asst. VFX Prod.: Tammie Smalls
VFX Coordinator: Derek Schmidt
Lead Flame Artist: Shelly Dutcher
Motion Graphics: Stephen Grimm
Color Correct: MPC, Santa Monica
Telecine Artist: Mark Gethin
Telecine Prod.: Amanda Ornelas
Sound Design: 48 Windows, Santa Monica
Engineer: Eric Garcia
Music: Deep Mix, Hollywood
Composer/Artist: Tom Luce
Prod.: Dave Curtin