Agency A-List: Pereira & O'Dell, San Francisco
Agency redefines stories for the social ageBy: Shareen Pathak, Published: Jan 25, 2013
Put this in your pipe and smoke it: Pereira & O'Dell are on Creativity's Agency A-List, in part, because of a song book that doubled up as a delivery method for your pot.
The 420-friendly tome was a promotional item for Snoop Lion, then known as Snoop Dogg, to advertise his Kingsize Slim Rolling Papers brand. Made out of the paper, the book features the rapstar's lyrics written on them, and was made entirely out of hemp materials. People actually wanted to buy what was an ad -- and Pereira brought home its first Gold Lion at Cannes last year. The book was also requested by Harvard University for its permanent collection of modern books and manuscripts.
Beyond its unique inventions, the agency more importantly continued to help redefine storytelling and branded content for the social age, with the sequel to the successful "Inside" campaign, for Toshiba and Intel. "The Beauty Inside" revolved around a young 20-something who wakes up everyday with an entirely new physical appearance -- a smart bit of writing that meant the main character could be played by just about anybody, letting the brand involve as many people as possible in the casting process. Directed by Drake Doremus (Like Crazy) the film's aesthetic had a softer tone than the thrilling "Inside," and reached 70 million views. The effort seamlessly blended entertainment, advertising and social media, setting a new standard for bringing consumers into the branding experience.
The agency also added to the creative fire of the passionate LEGO community with efforts like the "Super Hero Movie Maker,"a mobile app that let you create your own stop-motion animated movies starring the characters, to promote the brand's new DC Universe set.
Pereira also proved that it could do television, when for its new client, Mattel, it debuted a television campaign starring Scrabble letters "P," "Q," and "Blank." A set of charming commercials gave personalities to these oft- ignored squares, and the agency plans to release a documentary-style short film featuring all three characters in April.
Check out the other 2012 Creativity A-List honorees here.