Jeanie Caggiano
EVP, Executive Creative Director and Studio Lead at Leo Burnett
Chicago, United States
TitleStay on Top of Your Game
Agency
Campaign Stay on Top of Your Game
Advertiser Wyeth
Brand Centrum
PostedJuly 2014
Business Sector Vitamins & Diet Complements
Story Multivitamin brand Centrum took eight elderly men ages 46-63 to Harlem's Goat Park to challenge a group of streetballers half their age so they could prove they still got game. The viral video campaign is the first-ever social-driven campaign created by Leo Burnett Chicago for Centrum. As expected, the younger players doubted the old men's skills. But take a look at the video to see how it all plays out.
The games are real. They players are real. And the brand took a chance on the outcome of the competition.
The video gained more than half a million views on YouTube in the first week. It was also shared by sponsored tweets from celebrities including Michael Ian Black and Jalen Rose.
Centrum's campaign is a sharp pivot for how any vitamin brand is talking about its product and sets up the potential to spark a new marketing wave in the category. In a youth-obsessed society, the middle-aged are rarely seen in the media. They're often left feeling invisible and irrelevant in our youth-driven culture or portrayed with unflattering stereotypes. The Centrum video captured that these older folks "still got it."
People who have experienced more life and love in what they do every day are encouraged to use #StillGotIt to share how they're keeping active whether on the court, the stage or wherever their talents take them.
Media Type Web Film
Length
VFX/SPX
Client
Brand
Agency
Chief Creative Officer
EVP, Executive Creative Director
VP, Creative Director
SVP, Group Creative Director
Associate Creative Director
Senior Art Director
Senior Art Director
Junior Art Director
Copywriter
Digital Strategist
SVP Account Director
Account Director
Assistant Account Executive
Executive Producer
Executive Producer
Associate Producer
Director
Director
Executive Producer
Producer
Editorial
Editor
Music Company Jira Productions
Composer
Director of Photography (DOP)

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