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FOR IMMEDIATE RELEASE
Contact:
Diane Lewis
Media Director
GráficaGroup
908.879.2169 x173
GráficaGroup Holiday Mockumentary Spoofs Ad Agency Creative Process
Marionette Named Log Jam Rocks
December 9, 2004 (Chester, New Jersey) — For a "spirited" take on how advertising agencies come up with creative campaigns, check out the mockumentary titled "The Holiday Spirit Improvement Board" by GráficaGroup (http://holidayspirit.grafica.com). For its annual holiday greetings to clients, the Chester-based, full-service agency produced a parody about the process used by agencies for idea generation and campaign execution. The result — a five-minute video featuring a new holiday character that could literally catch fire!
In the mockumentary, Gráfica staffers explain how the agency won the Holiday Spirit Improvement Board account, started under the "Carter administration" — just one of many moments lampooning ad agency campaign development, including brand positioning, focus-group testing, media planning, and Web integration. Composed in letterbox frames, the interviews lead up to the debut of a music video starring Log Jam, a white birch-log marionette that sings and dances to an original 80s-styled rock tune titled "Holiday Tidal Wave."
"What can I say about Log Jam?" said John Pearson, Creative Director, GráficaGroup. "He can sing, dance, play guitar, and has a lot of heart for the holiday season. You don't often find such a mix of star power and sensitivity in a birch-tree log."
A CD-ROM of "The Holiday Spirit Improvement Board" was sent to Gráfica's in-house list, and a viral email campaign was launched to spread good cheer via the Web. Not all of Gráfica's holiday-spirit campaign is meant for laughs. The agency is once again making its annual donation to the Muscular Dystrophy Foundation.
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