Sonic Union mixer Rob McIver teams up with Public Record director Galen Summer to tell the stories of five non-traditional American families in a new campaign for Honey Maid, “This is Wholesome,” out of Droga5 New York. In “Neighbors,” a Muslim family moves next to a White nuclear family. The Muslim mother worries that her new neighbor will judge her for her cultural attire, but her worries prove unfounded as she and her entire family are accepted and loved.
In the other spots, a Hispanic man accepts his gay son’s husband as his own, a boy refuses to refer to his brother as “adopted” and an African American family counts their blessings to have their double-amputee father back home from war. In the current polarizing political climate, the “This is Wholesome” campaign seeks both to acknowledge and celebrate the broad range of diversity in America, and highlight the things that connect people, rather than divide them.
In conjunction with the spots, Honey Maid worked with Weber Shandwick to create a “Wholesome Button,” a browser app that changes the images and headlines on any website to ones that promote love and acceptance.
Credits:
Client: Mondelēz International, Honey Maid
Campaign: “This is Wholesome”
Titles: “Little Brother,” “Neighbor,” “Husband,” “Mis Hijos”
VP, Biscuits Equity: Jason Levine
Equity Brand Manager: Katrina Plummer
Senior Associate Brand Manager, Media and Content Associate: Emmett Schaller
Agency: Droga5 New York
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Creative Directors: Devon Hong, Tara Lawall
Copywriter: German Rivera Hudders
Art Director: JJ Kraft
Junior Art Director: Andrew Chin
Junior Copywriter: Sam Bauer
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Senior Broadcast Producer: Jennifer Chen
Global Chief Strategy Officer: Jonny Bauer
Strategy Directors: Katie Coane, Sam Matthews
Senior Strategist: Milla McPhee
Senior Communications Strategists: Taylor Hines, Whitney Brodribb
Group Account Director: Kelsey Robertson
Account Directors: Caitlin Chandler, Jasmine McDavid
Associate Account Manager: Amy Rosenberg
Project Manager: Monique Lavie
Production Company: Public Record
Director: Galen Summer
Director of Photography: Zak Mulligan
Executive Producer: Jeremy Yaches
Producer: Elizabeth MacKenzie
Editorial: Cosmo Street
Editor: Mark Potter
Assistant Editor: Eduardo Wong
Executive Producer: Maura Woodward
Producer: Luiza Naritomi
Post-Production: Stitch
Executive Producer: Diana Dayrit
Flame Artist: Jon Magel
Color Grade: RCO
Colorist: Seth Ricart
Executive Producer: Marcus Lansdell
Music: Q Department
Sound: Sonic Union
Mixer: Rob McIver
Wholesome Button: Weber Shandwick
Executive Creative Director: Jim Paul
Creative Director: Jeff Immel
Associate Creative Director: Emma Arnold
Copywriter: Mikinzie Stuart
Junior Copywriter: Lucy Butka
Art Director: Irek Janie
Creative Technologists: Kevin Kilduff, Kedar Deshpande
Production Company: Driftlab
Account Executive Vice President: Lauren Danis
Account Vice President: Caroline Lainio
Account Director: Andrea Clift
ABOUT SONIC UNION
Sonic Union helps marketers polish their brand messages by delivering true excellence in sound. In our renowned and inspiring space overlooking Union Square, we enjoy collaborating with ad agencies, content creators, editors and producers. Amplifying and refining their creative intent.
Our group of eight mix engineers/sound designers is led by industry vets Steve Rosen and Michael Marinelli. They are deeply experienced in doing what they love, nurturing exciting new talent and staying away from the donuts.
Thanks to our entire tight-knit and friendly team, Sonic Union is trusted with some of the highest profile commercial audio post work in the business.