72andSunny has just launched new TV and interactive work for Zune, the digital music player from Microsoft. 72andSunny introduced the product last November with a multiplatform ad push centered on the messages of "sharing and friendship." This theme is continued through the new campaign, which comprises a beautifully surreal :30 TVC directed by Olivier Gondry and shot by Oscar-winning DP Janusz Kaminski, as well as an interactive expression of the campaign consisting of banner ads and an online demo going live next week at www.zune.net. The media buy was handled by Universal McCann. The TV spot and banner ads debuted May 8th.
The spot, entitled "Zunescape," showcases the impressive collection of features for which the Zune is known -- wireless song and picture sharing, fm tuner, vibrant 3-inch screen, videos, a customizable UI, and the unique two-tone industrial design.
Set to the yet-unreleased track "This Is Why I Rock", a remix of the #1 Billboard hit "This Is Why I'm Hot" by rap artist Mims, who developed a huge following via Myspace, the commercial is a virtual tour through a community of individually personalized Zunes, including a new pink model.
PRODUCTION CREDITS FOR "ZUNESCAPE" TVC
Copmany: Microsoft Zune
Title of Spot: Zunescape
Length: :30
Airdate: May 8, 2007
Advertising Agency: 72andSunny / Los Angeles, CA
Creative Director: John Boiler
Art Director: Bryan Rowles
Writer: Jason Norcross
Executive Producer: Sam Baerwald
Producer: Elisa Orsburn
Production Company: Paranoid U.S. / Los Angeles, CA
Director: Olivier Gondry
Executive Producer: Claude Letessier / Phillip Detchmendy
DP: Janusz Kaminski
Producer: Mark Fetterman
Where Shot: Los Angeles, CA
Editorial: Jigsaw Editorial / Los Angeles, CA
Editor: Olivier Gajan
Assistant Editor: Jason Lewis
Executive Producer: Sybil McCarthy-Hadfield
Visual Effects Company: Eight VFX / Santa Monica, CA
Artists: Jean Marc Demmer, Nicolas Cadorette
Technical Director: Yannick Leblanc
Executive Producer: Baptiste Andrieux
Producer: Marsi Frey
Audio Post Company: Lime Studios / Santa Monica, CA
Mixer: Loren Silber
Artist: Mims
Song: "This Is Why I Rock"
Sound Design Company: Framework / Santa Monica, CA
Sound Designer: Ken Dahlinger
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