David, alongside it’s client Budweiser, developed a creative campaign where Candela was selected as collaborator in the production of this controversial approach encouraging to drink wisely during Halloween.
The concept consisted of looking for real people that had actually been arrested in years past, for minor infractions, during the week of Halloween. A mug shot was recreated to encourage the consumer not to commit the same mistakes as the characters that were photographed.
It took working with attorneys, searching public records, web sources and enlisting a casting agency to find our “talent”.
For Candela, the task was to recreate the mug shots making them look as real as possible and not produced. Working with the proper lighting, make-up, wardrobe and post made it possible for the images to look credible.
CASE STUDY
PR AND ARTICLES
BTS
CREDITS
AGENCY: DAVID The Agency
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Group ECD: Tony Kalathara
Group Creative Director: Danny Alvarez, Fernando Pellizzaro, Jason Wolske,
Jean Zamprogno
Associate Creative Director: Curtis Caja
Sr. Art Director: Aaron Willard
Sr. Copywriter: Dan Flora, Jaime Villalva
Jr. Copywriter: Jared Schermer
Creative Resource Coordinator: Luisa Candido
Planning Director: Jon Carlaw
Associate Planning Director: Matias Candia
Planner: Anastasia Lara
Head of Account Management: Carmen Rodriguez
Group Account Director: Gabriella Fabbro
Account Management Supervisor: Monique Beauchamp
Account Supervisor: Carolina Foster
Head of Global Production: Veronica Beach
Senior Producer: Ally Churchwell, Renata Neumann
Producer: Marina Rodrigues
Associate Producer: Brenda Osorno
Production Coordinator: Tomas Diego
Freelance Researcher: Giovanna Righini
Sr. Business Affairs Manager: Barbara Karalis
CLIENT: AB InBev – Budweiser US
US Chief Marketing Officer: Marcel Marcondes
Group Vice President, Core & Value: Ricardo Marques
Vice President, Marketing: Monica Rustgi
Senior Brand Director: Madison Pietrowski
Senior Brand Manager, Digital: Marni Hamberg
Senior Media Manager: Scott Decker
Director, Communications: Eddie Moye
STILL PRODUCTION: Candela
Photographer & Retoucher: Mauricio Candela
Producer: Michelle Jayme
Production Coordinator: Grecia Quintero
Production Designer: Jorge Zelada
HMU/Styling: Angela Fisher/Katerina Forkin
PRINT MECHANICALS:
Mechanicals: Andrew Dixon
STREET ACTIVATION: Merge Studios
Founder: Julien Diaz
Head of Production: Ari Gonzalez
Photographer: Daniel Zuliani
PR AGENCY: 3pm Agency
Network: McCann World Group (MWG)
Holding Company: IPG
MEDIA AGENCY: Dentsu
Network: Dentsu Aegis Network
SOCIAL MEDIA AGENCY: Social Code
Holding Company: The Graham Holdings Company