happy Products’ launch comes to life
How Superconductor and Magnetic Field helped happy Products’ launch come to life.
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For many coffee drinkers, the beverage is a source of daily enjoyment.
happy Products is on a mission to elevate that delight with a touch of magic via thoughtfully sourced and expertly blended coffee. Founded by renowned entrepreneur Craig Dubitsky (original founding board member and investor in method, co-founder of eos and founder of hello products) and Robert Downey Jr. (actor, producer, entrepreneur, philanthropist), happy launched on January 30. The brand quickly followed with the #happymonday social media campaign timed to the biggest football game of the year.
To convey its uniquely joyful brand voice, happy teamed with creative agency Superconductor and production company Magnetic Field for its launch campaign. Award-winning producer and filmmaker Joe Russo, also co-founder of Superconductor and Magnetic Field, served as Executive Creative Director on the project, reuniting with Downey and helping production fully utilise the star’s comedic improv talents.
Credits
View on- Agency Superconductor/Los Angeles
- Production Company Magnetic Field
- Director Ryan McNeely
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Credits
View on- Agency Superconductor/Los Angeles
- Production Company Magnetic Field
- Director Ryan McNeely
- Executive Creative Director Joe Russo
- Managing Director Hillary Rogers
- Head of Production Sarah Morrison
- Production Supervisor Gonul Aldogan
- Production Designer Sara Kugelmass
- Post Production Visual Creatures
- Executive VFX Producer Andy Williams / (Executive Producer)
- Chief Creative Officer Chris Adams
- Creative Director/Writer Ted Kapusta
- Creative Director/Writer Ernest Lupinacci
- DP Greg Baldi
- Color and Finishing Luis Silva / (Colorist)
- Talent Robert Downey Jr
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Credits
powered by- Agency Superconductor/Los Angeles
- Production Company Magnetic Field
- Director Ryan McNeely
- Executive Creative Director Joe Russo
- Managing Director Hillary Rogers
- Head of Production Sarah Morrison
- Production Supervisor Gonul Aldogan
- Production Designer Sara Kugelmass
- Post Production Visual Creatures
- Executive VFX Producer Andy Williams / (Executive Producer)
- Chief Creative Officer Chris Adams
- Creative Director/Writer Ted Kapusta
- Creative Director/Writer Ernest Lupinacci
- DP Greg Baldi
- Color and Finishing Luis Silva / (Colorist)
- Talent Robert Downey Jr
"Robert is a brilliant storyteller and collaborator, so we weren't precious about the scripts. Instead, we outlined premises and jumping off points and worked together to develop the ideas he was most excited about,” said Chris Adams, Superconductor Chief Creative Officer.
Following the debut of the ‘Word Association’ spot at launch, the #happymonday campaign kicked off with Downey offering to advocate for a day off to the bosses of football fans with the most compelling reasons to be excused from work on Monday, February 12. From February 2 through February 4, participants submitted their best excuses via Instagram and Twitter, with three ultimately chosen. The video conference interactions between the employee/boss pairs and a charmingly persuasive Downey were captured on February 8; the material was then edited and shared on #happymonday.
To date, the #happymonday campaign has generated more than 25 million organic views and drove strong interest in the happy™ coffee. In the same window, the happy Products website received more than 29,000 visits.
