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The One Moment

The One Moment | Morton | Ogilvy
Download Download JPG | 4000x2836px
Industry: Industrial & Agricultural
Media:Design & Branding
Market:United States
Style: Minimalism
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Production Company:
Other credit:Entrant Company: OGILVY & MATHER, Chicago, USA
Global Executive Creative Director, Liz Taylor, Ogilvy & Mather
Associate Creative Director, Kara Coyle, Ogilvy & Mather
Executive Producer, Gayle McCormick, Ogilvy & Mather
Project Manager, Philip Puleo, Ogilvy & Mather
Management Supervisor, Annie Gray, Ogilvy & Mather
Management Supervisor, Paige Robinson, Ogilvy & Mather
Planning Director, Janna Reddig, Ogilvy & Mather
OKGO, Timothy Nordwind, OKGO
OKGO, Andy Ross, OKGO
OKGO, Dan Konopka, OKGO
Executive Producer, Justin Pollock, Park Pictures
Executive Producer, Jackie Kelman Bisbee, Park Pictures
SPFX Supervisor, Kelly Kirby, Park Pictures
Head of Production, John Skeffington, Artjail

Within 24 hours, The One Moment had almost 15 million views and was trending on Facebook. Two weeks later, it was named one of 2016’s most viral ads of the year, surpassing ads that had been live for 11 months longer. Today, The One Moment has over 42 million views, 370,000 likes and 285,000 shares. Even the behind-the-scenes content, which runs 5 minutes in length, has more than 575,000 views. The video garnered more than 1.1 billion PR and social impressions with 48% of all views being from video shares. Most importantly, Morton saw a 245% lift in brand conversations and a 10% uplift in brand favorability. From an unnoticed, outdated salt company to a modern, viral trailblazer, Morton surpassed all expectations and achieved their goal of not only reinvigorating their brand, but captivating the world’s attention.

Known primarily for being ‘just table salt,’ Morton wanted to move from being a #1 category brand to a #1 brand via conversation and word of mouth. We were tasked with identifying a unique and modern personality for the brand, elevating Morton beyond salt, and transforming a traditional brand into a digital native. Most importantly, the brand sought to attract one of the most fickle audiences: millennials. Thus, we knew traditional ads weren’t going to cut it. We had to seed our message by genuinely captivating people’s attention—not demanding it. So we leveraged an untraditional partner—OK Go—and launched our content exclusively on social media. By forgoing a traditional ad, a traditional media plan, and a traditional partner, Morton flew in the face of convention. And in doing so, we found a way to capture the attention of millions while elevating Morton beyond being seen as ‘just salt’.

Morton Salt is an iconic brand, but because it hasn’t done any major advertising in nearly 60 years many people perceive it as outdated. Morton knew it needed to make its brand, and product, relevant again. But how do you make something as seemingly insignificant and commoditized as salt worth talking about? Partnering with OK Go was the first component of the idea—to create something radical and untraditional for a 168-year-old salt brand. The next step was to create a video that elevated what Morton has been doing for decades—making small moments better and brighter. This came to life in a 4.2 second music video that revealed over 4 minutes of jaw-dropping wonder. The video captured how something so seemingly small and insignificant—just like salt—could still hold an amazing amount of impact.

Working with OK Go and leveraging their fan base not only enabled us to engage with millennials, but also helped maximize a limited media budget by using OK Go’s owned channels as part of our media distribution plan. Leading up to launch, OK Go teased content daily. The video then launched exclusively on Facebook for the first 48 hours. As the first 4.2 seconds of the video are so visually disruptive, the video was essentially designed to be skippable-proof, maximizing views and shares on social media. The video was then followed by a behind-the-scenes video and live Facebook Q&A event with the lead singer to further engage and captivate audiences. The social launch was complimented by a multimedia release from CBS news affiliates to help magnify the reach of our message. And to complete the media blitz, OK Go performed on the Late Show with Stephen Colbert.

Despite being perceived as ‘just table salt,’ Morton Salt has been making small, everyday moments brighter for over a century. To shake off its dusty image, the 168-year-old brand consciously decided to forgo traditional ads and instead joined forces with an unlikely partner—rock band OK Go. Together, the two set out to prove that even the smallest moments can hold an incredible amount of impact, creating a 4.2 second music video that reveals over four minutes of mesmerizing wonder. The highly ambitious and visually disruptive video instantly went viral, jolting Morton from back-of-the-cupboard to the top of everyone’s Facebook feeds. Tasked with transforming an outdated, untalked-about salt brand into a modern, relevant brand amongst millennials, this bold and untraditional approach not only ensured Morton’s brand and message were seen, but watched and re-watched by millions of people.
Cannes Lions International Festival of Creativity 2017
Gold Design
Video / Moving Images
Cannes Lions International Festival of Creativity 2017
Gold Digital Craft
Video / Moving Image
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