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Grasshopper Group

ABA11 Winner / How to Enter

Company: Grasshopper Group, Needham, MA
Company Description: Grasshopper Group's mission is to empower 1 million entrepreneurs to succeed with a suite of products they love to use, that are invaluable to their business, and are passionately created and supported by a team of entrepreneurs. Founded by two passionate entrepreneurs, Grasshopper Group has been making it easier to start and grow small businesses since 2003.
Nomination Category: Video Awards Categories
Nomination Sub Category: P.R.: Media & Entertainment

Nomination Title: The New Dork – Entrepreneur State of Mind

    The date on which this nominated production was first distributed or otherwise made public:

        March 8, 2010

    Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words). Include here the URL for an online version of your production if applicable. IMPORTANT: begin the URL with http://, and enclose the URL in square brackets - for example, []:

        Grasshopper Group wanted to make a real connection with the entrepreneurial
community and build awareness around its brand. The company recognized that
being a “dork” is now cool and developed a video to empower the “new dork” and
create an anthem for tech entrepreneurs. “Entrepreneur State of Mind” is a
remake of popular Jay-Z and Alicia Keys’ “Empire State of Mind”, but with
entrepreneur focused references including, Facebook, YouTube and TechCrunch and
Silicon Valley. By including these references, as well as references to other
popular online celebrities, the video quickly went viral and today has over 1
million views. The company achieved its goals of the as the company became known
as a  brand for entrepreneurs that really understands it audience – as well as
got the brand name in front of over one million viewers.

    List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Created by Pantless Knights /
Produced by Beau Lewis, Peter Furia & David Fine
Directed by David Fine
Camera by Peter Furia
Line Produced by Kimi Milo
Lyrics by Beau Lewis and Peter Furia
Vocals by Paavo Steinkamp & Jacqueline Becker
Starring Paavo Steinkamp & Alison Mei Lan
Instrumental and Song Mix by Jeff Kite