Joe Sciarrotta
USA CCO at Ogilvy & Mather, Chicago
Chicago, United States
TitleJimmy Dean’s 50th Anniversary: Peace, Music and Sausage
Agency
Campaign Jimmy Dean’s 50th Anniversary
Advertiser Sara Lee
Brand Jimmy Dean
Date of First Broadcast/Publication
Business Sector Fresh Meat, Sausages
Story To celebrate the 50th Anniversary of Jimmy Dean's sausages, a couple of the brand's fans snuck their way into historic events.
Philosophy 1969 was a big year for America, but it was an even bigger year for breakfast. Jimmy Dean introduced better quality sausage. To celebrate that, we’re hijacking other famous 50ths throughout the year to both honor them and remind everyone that we were there too. For the two biggest anniversaries, we recreated iconic photos so we could extend the scene and have someone actually eating Jimmy Dean during this amazing milestone. Everything from the NASA control terminals to the Woodstock stage was built by hand to the exact specifications of the originals. By matching the camera angle of the actual photo, we were able to seamlessly extend the moment making it feel as authentic as possible. Sandro and his team did hundreds of hours of research on set design, wardrobe, hair styles and equipment to ensure every little detail was period correct. The result was a pair of images that pay homage to history while celebrating Jimmy Dean’s 50th anniversary in a new, unexpected way. The final spreads were featured in TIME and Rolling Stone magazine. The goal of our campaign is to remind people in as many surprising ways as possible that 1969 changed America and breakfast forever.
Media Type Print
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