Ogilvy NY: dire consequences for disrespecting Capri-Sun

I remember when I was a kid and I used to see Capri-Sun ads during Saturday morning cartoons. You see, we didn’t have Capri-Sun in Canada, but we did have kids shows beamed in from New York State. And I remember being absolutely blown away by the concept of juice in a shiny foil bag. Oh how I wanted this mystical, magical drink!

It turns out that Capri-Sun does have magical properties, and they are geared to punish stupid American kids who don’t appreciate the fact that they alone have Capri-Sun. The campaign, by Ogilvy New York, shows just why it’s important to ‘respect the pouch.”

The ads lead you to Respectthepouch.com, a URL that features some pretty slick animated games that introduce even more disrespectful children.

THE CREDS

Client: Capri Sun / Kraft
Spots Title: Sandy Mandy, Chewy Stewie, Slow Moe, Balloona Luna
Air Date: January 2010
Agency: Ogilvy
GCD: Tommy Henvey
CD: Debbie Kasher
ACD: Arturo Gigante
EP: Lisa Christman
Prod Company: Smith and Jones
Director: Ulf Johansson
EP(s): Phillipa Smith
Editorial: Peepshow
Editor: Andrea MaCarthur
Producer: Anne Vega
Telecine: Company 3
Colorist: Tim Masick
Post/Effects: Smoke and Mirrors
Lead VFX/Inferno Artist: Nic Seresin
Character Design: Tristan Eaton
Animation: Fuel
Sound Design: Sound Lounge
Sound Designer: Tom Jucarone
Shoot Location: Los Angeles