Creativity

Teva: Go. Do. Be.

As agency Frank Creative Workgroup explains of Teva’s new print campaign, "it brings art and the outdoors together to highlight the authentic place Teva has in all phases of the outdoor lifestyle — going, doing or being.&ng

Published on Mar 21, 2006

Editor's Pick

As agency Frank Creative Workgroup explains of Teva’s new print campaign, "it brings art and the outdoors together to highlight the authentic place Teva has in all phases of the outdoor lifestyle — going, doing or being." The campaign features Teva team kayakers and runners, along with professional river guides, "as they experience the 'go, do, be' of the outdoor lifestyle" on the Colorado River through Cataract Canyon. The curious slogan "refers to the natural cycle of outdoor people," and if it comes off like "Go doobie," well, CD David Karstad insists "it certainly wasn't conceived with this association or pronunciation in mind. That said, people have made the connection. You could say it's an unintentional but humorous side effect." The fun pun "definitely resonates with 'the tribe,' as we like to call them," adds AD Garrett Jones. "There's no question as to whether they know how to let loose and have a good time, but they also enjoy those strong doses of adrenaline." A little green on the whitewater, you might say. At any rate, the series of spreads, shot by Dawn Kish (www.dawnkishphotography.com), are enhanced by emulsion transfer film developing and the custom typography of a variety of illustrators, who are in fact credited in the fine print of each ad. This muddy hand features the work of Gary Houston. See www.teva.com/godobe for more.

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About

Credits

Date
Mar 21, 2006
Client:
Teva
CD/Copywriter:
David Karstad
Copywriter:
Kyle Craig
Art Director:
Garrett Jones
Photographer:
Dawn Kish
Emulsion Artist:
Susie Skaar
Illustrator:
Gary Houston
Illustrator:
Shaunna Peterson
Illustrator:
Eduardo Recife
Illustrator:
Dugald Stermer
Illustrator:
Oksana Badrak
Illustrator:
Kristin Baker
Illustrator:
Jacob Magraw
Agency:
Frank Creative Workgroup

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