Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 7 - Index

MATT DAMON WILL STAR IN “THE
INFORMANT,” shooting in Decatur,
IL through May. This big-budget
thriller will be directed by Stephen
Soderburgh and is based on Kurt
Eichenwald’s 2000 best-seller about
Archer Daniels Midland Company’s
1990s-era price-fixing scandal.
KARTEMQUIN’S latest documentary
in progress, “Typeface,” is ramping
up for a busy month of April shooting
around the Midwest. Production
will take the crew from downtown
Chicago to rural Wisconsin and
Indiana as they work to finish
production on the documentary
short. Head to www.typefacethefilm.
com for the latest news.
“E.R.” IN TOWN: Everyone’s favorite
hospital drama will be filming
in Chicago for a few days this
month…
“SAVE THE DATE” for Joe Swanberg:
He’ll be shooting his latest feature
here in August. In the meantime, go
to www.joeswanberg.com and buy
some goodies, including “Nights and
Weekends,” which just premiered at
South by Southwest!
“FORMOSA BETRAYED” shoots
in Chicago through May. While
investigating the murder of a
respected professor, a small-town
detective unearths a spider web of
international secrets that has been
thriving within college campuses
across America for decades. Kansas
native Will Tiao directs; visit www.
formosabetrayed.com for updates.
FAMILY OUT OF PRACTICE: Looks like
Lifetime has decided not to pick
up the “Family Practice” series,
which filmed its pilot in Chicago
and was expected to stay here for
the series. The lawyer drama starred
Beau Bridges, Cheyenne Jackson
and Chicago actress Joey Honsa.
Apparently, Lifetime had to free up
those slots for visionary programming
like “Your Mama Don’t Dance” and
“Top This Party.” Sigh.
Is your film heading into production? Please
drop me a note at mac@midwestfilm.
com and tell me all about it. I’ll do my best
to add it to The Call Sheet.
Long popular on the West Coast,
Pacifico beer has launched its first-ever
online campaign to extend the brand’s
reach from its western roots eastward.
The beer was first discovered by West
Coast surfers on trips to Baja California,
Mexico, and has continued to gain
popularity since being introduced to
the U.S. in 1985.
“The new campaign takes Pacifico
beyond Baja and its West Coast roots
and into new geography,” said Paul
Verdu, Marketing VP for Crown Imports,
Pacifico’s exclusive U.S. importer.
“Pacifico doesn’t just represent Baja -
it’s a state of mind. Pacifico is uniquely
positioned to celebrate this mindset
and remind consumers that adventure
is where you find it.”
The “Yellowcap Adventure” campaign
was developed by Seattle-based
Creature, an advertising and branding
agency that has handled creative
for Pacifico beer since 2003. Several
staffers from Creature shot in nine
locations over a three-week trip, with
the help of laid-back local talent scouts
guiding them through the country.
“Pacifico drinkers are typically
adventure-seekers in their own right,”
said Jim Haven, Creative Director at
Creature. “With this campaign we
are showing what Mexico looks like
through the eyes of Pacifico, sharing
these moments with fans of the beer,
and perhaps encouraging them to
have their own Pacifico adventures.”
The new flash-enhanced site, www.
MexicoViaPacifico.com, does just
that. It features a hand-drawn map
of Mexico with yellow Pacifico bottle
caps as waypoints. When a bottle
cap is clicked, visitors are transported
to places off the beaten path; scenic
panoramic images show real groups
of friends participating in various
adventures, all while enjoying Pacifico.
All adventurers used in the campaign
were real travelers scouted and hired
locally, on-site in Mexico.
The website also features original,
unscripted Pacifico movies. “What you
see is what we did,” said Haven. “This
was essentially a documentation of a
great adventure inspired by Pacifico.
There was no craft services table or
�����������������
Pacifico Beer Launches New “Yellowcap Adventure” Campaign
Campaign Marks Brand’s First-Ever Web Site And Digital Media Push
By Liz O’Neill
������������������ Visit www.screenmag.tv for more daily news than ever before!
excessive number of production
assistants. This was raw production, all
shot in accordance with the authenticity
of Pacifico. The life you see is the life we
lived with our new-found friends, and
we have the scars to prove it.”
Locations such as the Mayan Riviera,
the jungle of Nayarit, Puerto Escondido
and Mazatlán, home of the Pacifico
Brewery, provided Creature with raw
footage for the movies. All Pacifico
movies were shot on vintage Super-
8 cameras, giving each a nostalgic,
personal feel.
Additional interactive elements on
the website include downloadable
recipes, real-time surf reports, tips for
choosing a proper fisherman, and
fun games to play like “Bottle Cap
Checkers” and “Pepper Roulette.”
The website will be supported by the
brand’s first-ever digital push, targeted
to reach Pacifico’s adventure-driven
audience with an online buy on
websites including Backpacker.com,
iExplore.com, Weather.com, National
Geographic (www.ngs.com), and
more. The online buy focuses on
integrating the brand’s various content
elements in the form of 15-second preroll
films, as well as standard IAB units.
Print executions also utilize the
yellow bottle cap concept, featuring
photos of the same groups of friends
participating in various adventures,
along with hand-written anecdotes
about each location. Seven total print
executions were created for magazine
and outdoor and will begin in May
and run throughout the summer. The
television spot, which mirrors the look
and feel of the Pacifico movies, will air
in select markets to be determined.
//www.mexicoviapacifico.com
//www.creatureseattle.com