When Mardi Gras parades were canceled in New Orleans this year to limit the spread of Covid-19, the people of our city did what we do best – we got creative. Locals started decorating their homes like Mardi Gras floats, Floats in the Oaks was launched in City Park, and nola.com and the Advocate started putting together Mardi Gras for All Y’all, a 4 ½ hour online spectacular. Our client Crystal Hot Sauce was a sponsor the event and, from the get-go, it was clear to everyone that this was a perfect time to launch the campaign we were currently creating for them.
Troy, Managing Partner at Brand Society said, “We were already working on a campaign we called “How New Orleans Does Flavor” for Crystal, which everyone knows is an iconic brand. And just as the float houses became a good way to support the artistic community, we showcase the work of locals of all kinds – muralists, artists, animators and musicians. It turned out to be an awesome way for Crystal to celebrate their connection to the city and to address the times we’re living in.”
Chief Creative Officer/Partner Mike Rainey agreed. “We are incredibly proud of this work and our teams here at Brand Society and Fire on the Bayou. Collage artist/mixed media film maker Simon Blake did an amazing job and producer Kathy Hirsch went over and above working with the artist community to make this happen.”
The music was composed by Oscar/Golden Globe winner Donny Markowitz and produced by famed Grammy winner Misha Kachkachishvili of Esplanade Studios. The soundtrack features Markowitz on bass, Stanton Moore of Galactic on drums, and Brandon Lewis and Charlie Gabriel of Preservation Jazz Hall on trumpet and sax/horns respectively.
“It’s important that people understand that hot sauce should make you sigh, not cry,” Rainey added. “We hope our commercials will make you sigh as well.”
