King Arthur Baking Company "Power of Baking" by DCX Growth Accelerator

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Honoring Everyday Bakers, King Arthur Baking Company Launches a Feel-Food Campaign for Tough Times

"The Power of Baking" spotlights real-life bakers in three cities — LA, NYC and New Orleans — making personal recipes alongside their families and loved ones from the comforts of their own kitchens. The narrative and visuals are elevated by the soulful “Rise Again”, an original song about finding perseverance during these uncertain times. 

The campaign, created by DCX Growth Accelerator for America's oldest flour company, defines King Arthur Baking Company as the brand for bakers and speaks to the power of baking to bring us together. King Arthur's mission is to be the ultimate resource and inspiration in the kitchen, to inspire connections and community through baking, and to use its business as a force for good. 

"The spot, especially the song, aims to speak to individuals lifting their spirits through baking, as well as to the broader societal hope amongst Americans that we will rise together as a people," says DCX Chief Strategy and Creative Director Doug Cameron.

Advertised brand: King Arthur Baking Company (https://www.kingarthurbaking.com)

Advert title(s): "Power of Baking"

Agency:    DCX Growth Accelerator   (https://dcx.nyc/)

Chief Creative Officer:    Doug Cameron 
Executive Creative Director:    Tommy Noonan 
Art Director / Designer:     Alistair Chew
Copywriter: Chas Bayfield
VP Strategy:     Laurent Bouaziz
Executive Producer:    Aymi Beltramo 
Account Director:     Ashley Bouldin 
Account Executive:     Krysten Krulik 
Production Company:    1stAveMachine 
Director:    Thomas Dieguez 
Executive Producer:    Peter Repplier 
Editorial:    Cabin Edit 
Editors:    Randy Baublis 
Assistant Editor:     Nick Deliberto 
Offline Producer:     Katy Lester 
Offline Executive Producer:    Adam Becht 
Offline Partner/ Executive Producer:     Carr Schilling 
Visual Effects Company:    Shape + Light 
VFX Executive Producer:    Cara Lehr
VFX Senior Producer:    Arielle Weir
Creative Director/Senior Flame Artist:    Rob Trent
Flame Assistant:    Austin Lewis
Color:    CO3 LA
Colorist:    Stefan Sonnenfeld 
Color Producer:     Matt Moran 
Color Executive Producer:    Ashley McKim
Mix Company:     Lime Studios 
Re-recording Mixer:    Matt Miller 
Assistant Mixer:  Ian Connie 
Mix Executive Producer:  Susie Boyajan 
Music Producer:     Patrick Oliver (Pretty Good Songs) 
Song Written and Produced by: Alana Da Fonseca and Bobby Studley 
Song Performed by: Ashley Nguyen DeWitt 
Song:  "Rise Again"

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