Original Penguin by Munsingwear’s first global social media-based marketing campaign, from independent advertising agency La Comunidad, is centered on the legendary Original Penguin Jacket and inspired by its incredible story of being rediscovered after 40 years. Promoting a conversation between the brand and its fans through an iconic symbol of its past, the Jacket¹s social media profiles host witty, multi-media content including photos, videos and commentary updated on a daily basis. Reminiscing about its glorious past, sharing its perspective on pop culture, documenting its adventures and whereabouts and sharing gems of wisdom and inspiration along the way, the Jacket engages with consumers in real time around originally created content.
Credits:
Advertising Agency: La Comunidad, USA
Executive Creative Directors: Jose Molla, Joaquin Molla
Creative Directors: Rodrigo Butori, Ramiro Raposo
Copywriters: Jane Cronk, Kathy Hepinstall, João Caetano Brasil
Art Directors: Chelsea Cumings, Peele Lemos
Head of Production: Laurie Malaga
Producer: Mercy Leonard
Photo Artist: Massimo Leone
Account Supervisor: Christina Sibilio, Maria Van Thienen
Production Co.: All Day Everyday
Director: Jake Sumner
Director of Photography: Eli Born
Executive Producer / Producer: Lucy Cooper, Jett Steiger
Post Production: Union Editorial
Editor & Company: Mike Colao / Union Editorial
Senior Producer: Jen Hargreaves
Music and Sound: The Lodge
Composer: Damian Sims
Sound Mixer: John Northcraft
Creative Directors: Erich Hillebrecht, Colin Thibadeau
