Challenge: As the social AOR for Sonic Drive-In, we were often tasked with creating content that showcased their popular menu items. However, given the year was 2020 and we weren’t able to shoot original content, we had to get a bit creative.
Idea: Speak to our fans (or should I say sing to) with a range of “Sonic Serenades” — consisting of customs audio tracks composed in house that were then edited with creative manipulations of existing assets that not only made our products look good, but sound good too.
Role: As the Creative Director for this account, I worked with two in-house creators who were both video editors and musicians, to create a range of music driven content for Sonic’s social feeds and eventually the brand’s first-ever sound cloud account.
Our first set of “Sonic Serenades” came to life as “Slush Serenades” highlighting one of the brand’s most popular items, slushes — the popularity of which set us up for a wider range of serenades (hint hint, keep scrolling)
Building on the popularity of our “Slush Serenades” we decided to create a full lyric video to promote one of the brand’s most popular limited time offer menu items, the Frito Jr. Chili Cheese Wrap. We created the entire thing in-house using existing brand assets.
And thus, the Wrap Rap was born. We created the entire video in-house using existing brand assets. For zero production costs, we outperformed the brand AOR’s high production value TVC in driving sales of the LTO Frito Jr. Chili Cheese Wrap.
And now “Sonic Serenades” continue as a catch-all creative wrapper flexible enough to highlight any of their menu items indefinitely. Here’s a couple of my favorite examples. Talk about some solid eat beats amirite?