“The One Moment” – Morton Salt viral ad
In 2016, Morton Salt launched “Walk Her Walk”, a platform that conveys the brand’s aim to make a positive impact by supporting social initiatives. To kick off the campaign, Ogilvy & Mather devised an ad that would reintroduce the venerable brand in an unexpected way, connect with consumers on a more emotional level, and resonate with millennials. They approached OK Go, with the idea of creating a video around a song. The local Chicago band is known for clever low tech yet elaborate music videos that go viral . “The One Moment” was selected as a good thematic fit for the brand’s new positioning.
The clip starts with a typographic animation in which the band’s name transforms into the song title, artfully taking advantage of the fact that both — like MORTON — include two ‘O’s. Omnes was likewise chosen for intertitles and closing cards. Together with the umbrella girl, the familiar letterforms help to call the viewer’s attention to Morton as the sender without being obtrusive.
As expected, the video became a massive internet hit. Within the first five days of its release, it had been watched over 4.6 million times. By February 2017, it had received 40 million views across YouTube and Facebook.
OK Go: Damian Kulash, Timothy Nordwind, Andy Ross, Dan Konopka
Directed by Damian Kulash. Produced by Park Pictures Exec. Producer: Justin Pollock. Line Producer: Pat Frazier. Production Designer: Bradley Thordarson. Director of Photography: Shawn Kim. Editor: Cass Vanini. Post Effects: Artjail, Steve Mottershead