|Title||Not All of It|
|Campaign||Not All of It|
|Advertiser||The Coleman Company, Inc.|
|Brand||Coleman Instant Tent|
|Date of First Broadcast/Publication|
|Business Sector||Outdoor Sports & Athletics|
|Philosophy||Introducing Coleman’s new Instant Tent, the spot, titled Not All Of It, builds on a series of earlier ads that were composed from home movies and old photographs submitted by campers. The new ad uses some of the same footage, but mixes in new footage, shot by STORY's Blair Hayes, and cleverly designed to look like decades old Super 8 material. The new footage shows people setting up the Instant Tent and carousing around a campsite.|
|Problem||The challenge was to shoot new footage of talent interacting with the product to match decades old home movies submitted by consumers.|
|Result||Hayes used hand-held Super 8 and 16mm cameras to shoot the camping scenes, and had the talent, which included a real family, improvise their performances. In some instances, he handed cameras to the talent and had them shoot themselves.|
|Head of Production||Mary Langenfield|
|Executive Producer||Cliff Grant|
|Executive Producer||Mark Androw|
|Agency Producer||Alexander Page|
|Account Director||Kelly Finnigan|
|Creative Director||Jimmy Kollin|
|Creative Director||Karen Cathel|
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