Extra Origami for the Heart
Wrigley is running “Origami”, a heart warming commercial featuring the emotional connection between a man and his daughter. Sharing a pack of gum gives countless opportunities for using wrappers to make origami cranes. On the train, at the beach, at a birthday party, in happy times and sad times. The commercial’s little twist is designed to appeal to the sentimentality of parents everywhere. “Sometimes the little things last the longest. Give Extra, get extra.”
The commercial’s inspiration could well come from Japan, where a thousand paper cranes are traditionally given as a wedding gift by the father, who is wishing a thousand years of happiness and prosperity upon the couple. Rick Hamann, group creative director at Energy BBDO, explains the personal connection behind the ad. “Our art director Jimmy Dietzen and I are both dads so we easily related to and were inspired by the small, but meaningful, everyday moments that we all experience with family and friends. In this case, something as small as sharing a stick of Extra gum becomes a special moment.”
The Origami spot was developed at Energy BBDO, Chicago, by chief creative officer Dan Fietsam, managing director Jeff Adkins, head of integrated production Rowley Samuel, group creative director Rick Hamann, associate creative director Jimmy Dietzen, junior art director Erynn Mattera, executive producer Vanessa Luhr, client service director Chris Reed, senior account director Pete Ruest, account director Brian Sisson, planning director Elizabeth Brown, working with Wrigley chief marketing officer Brian Hansberry, senior gum category director Anne Marie Splitstone, brand manager Chris Balach, senior associate brand manaer Rodrigo Olivares and consumer market insight manager AiCi Li.
Visual effects were produced at The Mill, Chicago, by executive producer Jared Yeater, producer Samantha Axelrod, lead 2D/Flame artist Dusty Diller, designer/animator Matthew Darnall, head of design Bowe King and telecine executive producer LaRue Anderson.
Music was composed by Marko Nyberg at El Camino Helsinki.