TAKE 5 — RESPECT THE REMIX

Creative Production Director
Take 5

Take 5 - Campaign Case Study

Take 5 has always been an oddball. Five ingredients that probably shouldn’t work together, but somehow do. It’s basically the candy bar equivalent of someone saying, “Hear me out…”

Barkley built an entire campaign around that idea. Instead of talking about the candy bar, we remixed familiar experiences in ways people didn’t expect. Festival swag became currency at SXSW. Shipping containers became giant works of interactive art at Governors Ball. Uber rides got significantly weirder. Eventually, even the candy wrapper joined the party.

As Creative Production Director, I oversaw production across every activation and led post-production and editorial. Each city had its own crew and its own challenges. My job was making sure all of those separate experiences ultimately felt like one campaign.

The campaign sampled more than one million Take 5 bars, generated 856.9 million impressions, increased sales by 46%, and made Take 5 the fastest-growing chocolate candy bar in the category that year.

AWARDS

  • ADDY Best of Show – Ambient Media & Out-of-Home

  • ADDY Gold – Integrated Branded Content Campaign

  • Shorty Award – Multi-Platform Campaign (Food & Beverage)