CNN recently tapped entertainment branding agency loyalkaspar to create a multi-platform marketing campaign for THE SIXTIES: The British Invasion, a one-hour special about the landmark cultural event that ignited when The Beatles made their historic US arrival in 1964 to perform live on the The Ed Sullivan Show -- to the tune of a record-setting 73 million TV viewers. Their success was quickly followed by other British bands hoping to conquer the hearts of American teens, including The Animals, The Kinks, The Hollies, The Dave Clarke 5, The Who, and The Rolling Stones, whose music defined a generation – and remain vital and relevant today.
From multiple Emmy® Award-winning executive producers Tom Hanks and Gary Goetzman (HBO’s John Adams and The Pacific), and Emmy® Award-winning producer Mark Herzog (History’s Gettysburg) of Herzog & Company (HCO), the documentary premiered on CNN/U.S. on January 30th to coincide with the 50th anniversary of the musical revolution, which has influenced virtually every aspect of modern American life, from fashion and hairstyles to advertising, politics and sexual mores.
Led by Creative Director Anna Minkkinen, loyalkaspar worked closely with CNN to create a series of promos and teasers, as well as digital and print collateral for The British Invasion episode. The agency also produced a teaser for the full 10-part CNN Original Series THE SIXTIES coming in May 2014.
The entry point of television in the American home is the consistent visual theme that ties the campaign together. It also served as a trope for connecting the special episode to the upcoming series as a whole.
loyalkaspar’s debut teaser (:15) aptly coincides with The Beatles’ frenzied 1964 arrival at New York’s John F. Kennedy Airport. The spot cleverly captures the event without any shots or music of the Fab Four. Instead, loyalkaspar played on the contextual irony of the word “invasion” by focusing on the hysteria of the band’s welcoming fans.
loyalkaspar also produced the “Reviews” spot, which debuted during The Grammys. They juxtaposed a series of detracting quotes about The Beatles with footage of their arrival, essentially throwing out the old guard sentiment, while highlighting how audiences today revere The Beatles as an institution.
Finally, for THE SIXTIES series debut teaser, loyalkaspar placed surreal TVs (broadcasting historical news moments) in chaotic environments as a representation of TV’s role in the decade. It also conveys the visual experience the new series will offer, including never-before-seen behind-the-scenes footage of newsrooms during events such as JFK’s assassination.
Entertainment Branding Agency: loyalkaspar
President/Partner: David Herbruck
CCO/Partner: Beat Baudenbacher
Head of Production: Scott Lakso
Creative Director: Anna Minkkinen
Art Director: Mark Lee
Producer: Will Arnold
Associate Producer: Rosalina Merrihue
Music/Sound Design: Will Arnold, Greg Smith
Final Mix: Greg Smith, Stampede Productions
Writers: Jeff Dinsmore, Andy Ulanoff, Trent Farr, Jeff Boortz
Designers: Kristen West, Eve Weinberg
Animation Lead: Seth Minnich
Animators/Compositors: Dennis Cheung, David Conklin, Eve Weinberg, Kristen West
Flash Animator: Chrissy Felmeth
Web Developer: Brian Hussey
About loyalkaspar:
loyalkaspar is an entertainment branding agency. We connect clients to consumers through strategic insight and creative ingenuity.
For new business inquiries, please contact Janice Walbrink atjanice@loyalkaspar.com or 323.272.4847.
http://www.loyalkaspar.com
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