[Bar-S]
Iconic Summer Mashup
'Baby Got Buns' Starring Vanilla Ice
Brand and Creative Strategy // Copywriting and Concept Development // Graphic Design and Art Direction // Video Production // Public Relations // Influencer Activation // Social Media Strategy and Content Production // Digital and Traditional Media Planning and Buying // Web Design and Optimization
The Recognition
National Awards
2022 SILVER Reggie | Challenger Brand Marketing
2022 SHORTY Winner | Influencer Partnership (Facebook)
Local & Regional Awards
AAF ADDYS Southwest Regionals | Best of Show
AAF ADDYS Phoenix | Judge’s Choice
AAF ADDYS Phoenix | Music with Lyrics Gold
AAF ADDYS Phoenix | Social Media Single Execution Gold
AAF ADDYS Phoenix | Social Media Campaign Gold
AAF ADDYS Phoenix | Interactive Branded Content Gold
AAF ADDYS Phoenix | Film, Video, & Sound Internet Commercial Gold
AAF ADDYS Phoenix | Music Video Gold
AAF ADDYS Phoenix | Cross Platform Campaign Gold
[Challenge]
Bolster the national Now That Sounds Good campaign during the—literally—hottest sales period of the year with a breakthrough, sound-centric summer activation (and a much smaller budget).
[Insight]
Nostalgia has always given us senses of comfort and stability, two things we especially need during a global pandemic. Many Bar-S consumers grew up in the ‘90s, and with ‘90s pop culture coming of age again, nostalgia can be a catalyst to connect children to their parents (our consumers) more than ever before.
[Solution]
Team up with iconic ‘90s star Vanilla Ice to put a sizzling new Bar-S spin on a nationally beloved hip-hop classic and grill up a hot n’ juicy, nostalgic summer anthem.
The Recap
We dare you to watch this video without breaking out in The Running Man.
Alright, that was a lot.
Like a good summer DJ, let’s break it down.
The Logo
The Iconic Summer Mashup campaign deserved an iconic logo to match. Our goal was to keep the logo consistent with Bar-S brand colors, while still feeling as catchy as the music video itself.
The Teaser Video
With the logo complete, the next step was for the Iceman to announce his resurgence in style.
The Entries
In our teaser spot, Vanilla Ice called on fans to tell him why they should be in the Bar-S music video. And boy, did they respond.
The Music Video
A month later, we chose a contest winner, packed up for L.A., and worked with Rob van Winkle (yes, Vanilla Ice has a real name) to officially drop the hottest single of the summer.
The Supporting Ads
Social and digital banners were used to first get fans fired up for the contest, and then drive users to watch the music video once it was live.
[The Results]
Okay, come on—Vanilla Ice rapping about big buns while dancing on a giant hot dog?
It’s no wonder viewers sang Bar-S’ praises.
And for a more modest budget than our first campaign, the numbers didn’t look too shabby.
Behind the Scenes
We needed the right partner to bring the mashup to life. And who better to work with than TikTok- and Nickelodeon-famous Ben Giroux, along with his team of seasoned parody experts at Small Red Cape Productions.
