Schweppes Energy - Horse head meme / a different kind of energy (2019) :40 (Israel)

Schweppes Energy - Horse head meme / a different kind of energy (2019) :40 (Israel)

Great Guns’ Tal Zagreba has directed a zany new campaign for Schweppes to launch its new energy drink. Creatively devised by Grey Tel Aviv and produced by Rabel, the ad expands the beverage brand’s appeal to younger audiences by harnessing the power of the meme. Or horses heads, rather. While I appreciate the silly, I thought these horses heads were over a while ago.


But then, we wouldn't have the chicken head punchline without the horses heads. 

Judging by this Schweppes Energy unlocks ‘a different kind of energy’, and by that we mean not like a RedBull & Vodka or Jack & that other coke, but a whole heap of silly dancing in a wheat field energy. I'm up for that.

 

Tal Zagreba worked in close collaboration with the creatives at Grey Tel Aviv to create the punchy campaign. He comments: “Schweppes Energy is a completely new drink and its slogan is ‘A Different Kind of Energy’ – so we had to meet the expectations. Our target audience was the 16-24 age range, so we had to raise the level of nonsense and madness of the campaign. We decided to take ownership of the internationally famous meme and internet trend: the horse mask – which I personally adore. My goal was to create something fresh, easy-going, funny and a bit stupid all at the same time - like a spontaneous joke between friends. Along with Grey Tel Aviv’s brilliant Creative Directors Asa Keren and Yonatan Title, we wanted to get wild, and what could be wilder than a bunch of wild-horse-masked-millennials?”


 

Commenting on the complex logistics of the shoot, Tal says: “The biggest challenge was to find a wheat field during wheat-harvesting season. Several times, we found the perfect location, only to return a few days later for scouting to find no wheat left! Even on the day of the shoot, I was astonished to see that part of the wheat had been harvested. Fortunately, they had left us enough to work with – even if we had to fake some of the shots and run in circles. I’d like to thank Schweppes Israel, Rabel Films, and Grey Tel Aviv for choosing and trusting me to create this awesome campaign.”


 

Client: Schweppes Israel

Agency: Grey Tel Aviv

VP Clients: Elad Hermel

VP Creative: Tal Riven

Creative Directors: Asa Keren, Yonatan Title

Client Manager: Hanni Kadosh

Art Director: Ayelet Gorgeous Erel

Account Supervisor: Natali Koskin Levi

Account Executive: Maya Adiv

Producers: Liat Levi, Lior Shviki

VP Strategy: Irit Speisman

Traffic and Projects Manager: Galit Siman-Tov

Traffic: Helit Barazany, Tair Gil Or

Creative Digital: Idan Tsahar, Albertin Ballas, Yuritz Yves, Nurit Cohen

Studio: Lior Hirsh and Staff

Media Com: Shiri Friedman, Natali Keinan, Yana Kolik, Zina Niazov

Production Company: Rabel Films

Director: Tal Zagreba

Executive Producers: Amit Dekel, Dror Nimowitz

Line Producer: Yarden Shimonie

Post Producer: Limor Har-Lev

Co-Producer: Great Guns

AD: Avi Satat

DOP: David Stragmeister

Focus Puller: Eytan Ben-Arieh

Art Director: Netta Dror

Choreography: Itay Axelroad

Make-Up: Dorit Cohen

Hair Design: Alon Zadok

Wardrobe: Danny Bar Shay – “Hakol Dvash” Studio

Gaffer: Rami Levi

Best Boy: Aviv Ziffer

Gaffer Assistant: Alex Izraev

Grip: Ziv Raviv

Sound Recordist: Tamir Attali

Original Music: Monster Music

Post Production & Sound Design: Broadcast Media

Narrator: Dedan Uziel

Casting: Ruthie Blum

Cast: Jack McEvoy, Madison Hoke






































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