duotone has once again teamed-up with long time collaborators and friends OppermanWeiss to put together one of the most beautiful and thoughtful campaigns we've ever worked on. Chobani... Love This Life.
duotone was tasked with capturing the essence of the Chobani brand: real ingredients, natural sweetness, and positive change. Enlisting our friend and collaborator, singer/songwriter Eef Barzelay (of Clem Snide fame), we set about creating a song that could act as the spiritual core of the brand and could provide the soundtrack to the 6 unique spots of the campaign. That song eventually became “To Love This Life”, the track you can hear on the Family spot. It also solidified the copy that the campaign hinged on: "To love this life is to live it naturally."
After spinning the song out in a variety of unique versions for each of the six spots, duotone Creative Director and composer Jack Livesey accompanied Eef (who had since been selected as the singing minstrel to appear in the campaign) to California to shoot the campaign.
On the various locations, Livesey and Barzelay decided to make a series of 'field recordings" (in barns, farm house kitchens, and actual fields) to capture the immediacy, intimacy and authenticity of the films as they evolved. The music you hear on the spots is the result of those sessions.
We are proud to be a part of such a forward-thinking, beautiful, and sincere campaign. And at duotone we will continue to live by the rule that "Beauty is simple; and simple is real”.