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Duracell: Gamer x Toothbrush


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For the July launch of Duracell’s new Optimum battery, the brand is debuting a marketing effort that reminds us of those pivotal moments when you may want more from your battery — like 20 minutes before your next dentist appointment when you can benefit from a little extra power in your toothbrush, or for a long weekend of video games when you may want that extra life in your controller. In case you’re not up to date on your battery news, this is big for Duracell. The new Optimum delivers both of these benefits in one battery - extra life in some devices or extra power in others, versus the brand’s traditional Coppertop batteries. And to make that messy junk drawer slightly less embarrassing when your mom rifles through it, Optimum batteries come in a new slider pack complete with a resealable storage tray. The first campaign to launch in North America under new Global CMO Tatiana-Vivienne Jouanneau, 'Two Characters' kicks off with some 30-second spots via Wieden+Kennedy New York and renowned commercial director, Tom Kuntz of MJZ. The work demonstrates the dual benefit of extra life/extra power because after all, both is better than not both. And these are the world’s biggest, weirdest demos of this new battery.
Credits Other credits

Chief Marketing Officer: Tatiana-Vivienne Jouanneau (Global)

Associate Director: Stephen Pilcher (Global Brand Design)

Brand Manager: Neena Kamra (Brand Design Manager, North America)

Strategist: Rachel Yoes

Director of Social Strategy: John Petty

Head of Media: Karlo Cordova (Media Planning)

Director of Business Affairs: Patrick O’Donoghue

Account Team: Price Manford, Meghan Mullen, Sara Sharpe, Paulina Marxuach

Project Management: Alex Doomany

Director of Strategy: Dan Hill

Communications Planner: Mark Malloy (Supervisor)

Traffic : Sonia Bisono (Director), Tina Wyatt (Coordinator)

Business Affairs Manager: Michael Moronez

Social Strategist: Elizabeth Stefan

Director of Integrated Production: Nick Setounski

Production Design: Brock Houghton

Cinematographer: Matthew Libatique

President: David Zander

Edit Company: Whitehouse Editorial

Editor: Russell Icke

Edit Assistant: Devon Bradbury

Post Producer: Melanie Klein

Post Production Company: The Mill

Flame Artists: Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi, Drew Maloney

Colourist: Tom Poole

Producer: Alexandra Lubrano, Luis Martin

Color Company: Company 3

Lead Flame Artist: Jade Kim, Caio Sorrentino

Sound Company: Sonic Union, Trinitite

Producer: Pat Sullivan

Sound Design: Brian Emrich

Audio Mix: Steve Rosen

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