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February 2007 - Strategy Magazine
Creative

Dare feels good about first corporate effort

by Annette Bourdeau
page 27

A rhyming, almost Seuss-like tale of all the different places you can enjoy tasty Dare products is the concept behind three simple new TV spots from the Kitchener, Ont.-based cookie maker, marking the debut of the company's new tagline, Feel Good Food. The spots - one 60-sec. and two 30 sec. - use real Dare cookies and crackers to illustrate the tales, with stop-motion photography. This campaign from Zig is the first time the

115-year-old company has done a corporate ad campaign.

TV wasn't originally in the campaign budget - the client wanted simple OOH and print efforts. But, Allan Mah, the AD/copywriter on the file, wanted to make sure his new tag would translate well for TV, so he mocked up a storyboard. CD Martin Beauvais was impressed, and encouraged him to present it to Dare. "The idea was so smart and sharp...I thought it was impossible for the [Dare] president to say no," recalls Beauvais.

Beauvais was right, and Dare prez Lee Andrews green-lighted extra money to do the TV spot instead of the other executions.

Mah says Dare plans to use the tag to promote its corporate responsibility/charitable functions down the road, too. The spots are running on Citytv stations across Canada as part of a year-long sponsorship of CityLine Tuesdays.

client: Lee Andrews, president; Heather McTavish, VP marketing; Marie-France Gaudreau, senior manager, marketing services; Lori Bianchi, manager, corporate communications, Dare Foods

agency: Zig

CD: Martin Beauvais

AD/copywriter: Allan Mah

team leader: Natalie Calderon

strategic planner: Tania Gregory

agency producer: Sharon Nelson

production house/animation: Lifelong Friendship Society - Brooklyn NY

executive producer: Eva Preger

animation director/producer: Jason Jones

animation: Aaron Duffy

colour artist: Brian Close

character development: Aaron Duffy, Ly Ngo

music & sound design: Grayson Matthews - Toronto ON

music directors: Dave Sorbara, Tom Westin, Grayson Matthews

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