East Pleasant Cruises on Royal Caribbean Campaign

Considering a cruise? Do you long for the tranquil sounds and sights of the endless blue sea? Well, you can get closer than ever to the ocean's tantalizing depths and the invigorating energy of a cruise in a new Royal Caribbean campaign lensed by East Pleasant director Xander™, and edited by Will Znidaric of Pleasant Post, in conjunction with JWT NY.

to be replaced

"The Sea Is Calling. Answer It Royally" campaign - which includes TV and online, an activation on tech website Gizmodo, a Facebook page, a wrapped Subway car in NYC and outdoor advertising in six markets - follows JWT's 2008 blockbuster, "The Nation of Why Not," also produced by East Pleasant and directed by Xander™.

"This was a dream project because of our long standing relationship with JWT and Royal Caribbean," said East Pleasant and Pleasant Post EP, Sarah Roebuck. "There were numerous elements - real people, weather, a fully-functioning Shellphone - which made it very exciting to produce. It goes without saying that we're beyond thrilled with the results."

The campaign's flagship :60 spot, which will run on national TV, captures urban pedestrians going about their daily routines when they hear a conch shell ringing from a park bench or other streetscape fixture. When they tentatively pick up the object, a calming female voice intones, "This is the sea calling." The bewildered and fascinated passersby - who range from toddlers to professionals to young couples - find themselves drawn into a whimsical back-and-forth with the upbeat embodiment of the sea, who invites them for a visit.

Online and outdoor ads, which carry simple slogans such as, "Not 3G. Sea G. The Shell Phone Is Here"; "You Don't Recharge It. It Recharges You"; "Helps You Connect with Family and Disconnect from Everything Else"; and "Rollover Plan: The Front, Then Back" urge would-be vacationers to further disconnect from society and connect with the sea.

"I was inspired from the very first collaborative meeting with JWT," said Xander™. "I loved the concept of putting this shell out into the real world and seeing the genuine emotions that were evoked from people speaking to the 'the sea'."

Once East Pleasant wrapped production, they turned the footage over to Xander's long time collaborator, Will Znidaric, at Pleasant Post. Describing the pair's complementary talents, JWT ECD Richie Glickman said, "The thing I love about these guys is how hard-working they are. Xander™ is the smartest guy on set but he's also willing to put in the hours to get the job done. We shot 8 days, in 4 cities and I only got sick of him once. And Will is just incredibly meticulous. He'll spend 26 hours watching 13 hours of footage." Glickman continued, "He has this way of finding moments that no one else sees. The stories he builds cover the gamut - odd, funny, sweet, but always true. Needless to say, it's a great combination."

The campaign has already made its way to the Royal Caribbean website where visitors will find a rotating gallery of potential vacationers listening intently to the soon-to-be iconic Shellphone. "The Sea Is Calling. Answer It Royally" broadcast campaign makes its debut in early 2012.

Downloads:

Credits:


WEB

Client: Royal Caribbean
Spot Title: The Sea is Calling Web Long Form (featured)
Air Date: January 2012

Agency: JWT
ECD: Richie Glickman
Copywriter(s): Larry Silberfein, Paul Fix
Art Director(s): Georgina Hofmann, Carlos Fernandez
EP: Kristen Barnard
Producer: Shane Smith

Prod Co: East Pleasant
Director: Xander™
DP: Damien Drake
EP: Sarah Roebuck
Producer: James Blom

Editorial Co: Pleasant Post
Editor: Will Znidaric
EP: Sarah Roebuck
Producer: Natalie Rose

Post/Effects Co: Artjail
Lead Flame Artist: Steve Mottershead
Flame Artist: Graham Holly
EP: Leslie McCartney

Telecine Co: Pleasant Post
Colorist: Tristan Kneschke
EP: Sarah Roebuck
Producer: Natalie Rose

Music Co: Pulse
Composer(s): Dan Kuby ASCAP, Saunder Jurriaans SESAC, Danny Bensi ASCAP
Publisher: Kuby Tunes ASCAP
EP: Dan Kuby
Producer: Dan Burt

Sound Design/Audio Post Co: JWTwo
Sound Designer/Mixer: Andy Green
Producer: Greg Tiefenbrun

Shoot Location: New York City, NY; Austin, TX; Portland, ME; Chicago, IL

BROADCAST

Client: Royal Caribbean
Spot Title(s): The Sea is Calling :30 (featured), Cold Weather :30 (featured), The Sea is Calling :60
Air Date: January 2012

Agency: JWT
ECD: Richie Glickman
Copywriter(s): Larry Silberfein, Paul Fix
Art Director(s): Georgina Hofmann, Carlos Fernandez
EP: Kristen Barnard
Producer: Shane Smith

Prod Co: East Pleasant
Director: Xander™
DP: Damien Drake
EP: Sarah Roebuck
Producer: James Blom

Editorial Co: Pleasant Post
Editor: Will Znidaric
EP: Sarah Roebuck
Producer: Natalie Rose

Post/Effects Co: Artjail
Lead Flame Artist: Steve Mottershead
Flame Artist: Graham Holly
Flame Assist: Beau Dickson
EP: Leslie McCartney

Telecine Co: The Mill
Colorist(s): Fergus McCall
Producer: Dee Allen

Music Co: Pulse
Composer(s): Dan Kuby ASCAP, Saunder Jurriaans SESAC, Danny Bensi ASCAP
Publisher: Kuby Tunes ASCAP
EP: Dan Kuby
Producer: Dan Burt

Sound Design/Audio Post Co: JWTwo
Sound Designer/Mixer: Andy Green
Producer: Greg Tiefenbrun

Shoot Location: New York City, NY; Austin, TX; Portland, ME; Chicago, IL

About East Pleasant:

East Pleasant, an Emmy Award-winning production company founded in 2004, is a group of creative individuals layered in years of expertise on both the agency and production sides of the advertising industry. The studio is a highly flexible entity, able to handle traditional or nontraditional TV commercials, films, web projects, episodic TV, music videos and documentaries of any scope, perfectly tailored to its clients' needs.

Company principals - which include EP Sarah Roebuck and Directors/Founders Xander Strohm, Damien Drake, Stash Slionski and David Weinstein - oversee a diverse, globetrotting team of producers, directors and editors who focus on shooting beautiful imagery that tells relevant stories. This group has produced work for some of the most recognizable brands in the world - Nissan, Nokia, Nike, Kenmore, Clinique - while teaming with top agencies Wieden + Kennedy, TBWA, JWT, Time Inc., and Skinny to name a few.