It’s true – often there is no such thing as a quick fix. This week, in partnership with the Los Angeles Mission, 180 Los Angeles (180LA) launched the campaign “Quick Fix,” to raise awareness around the misconceptions of homelessness.nnThe anchor of the campaign is a television spot based around a take off of a reality makeover show, where the hosts find a homeless man from the Los Angeles streets and create a “new and improved” version of the person with some quick grooming and new clothes.nnAfter the mock makeover, the man is delivered back to the streets – still finding himself in the same position as where he started, homeless and struggling. The reality show format is topical and parallels the disconnect between the reality and perception of homelessness.nn”The homeless are real people with real problems who need legitimate care. Not just a cosmetic makeover,” says 180LA Creative Director, Gavin Lester.nn
nnThe point drilled home really is – there is no quick fix to homelessness. The campaign was inspired by the true story of the man with the “Golden Voice,” Ted Williams. The once homeless Williams, turned overnight Internet sensation, was discovered on the streets for his amazing voice.nnAfter his web video went viral, Williams received a hefty makeover and multiple job opportunities but still struggled with his long battled – and much publicized – addictions. Thrust into the spotlight with no support, he quickly relapsed. Now with proper care, support and a commitment to a healthier way of life, Williams says he is on the mend.nn75 years of helping and healingnThis campaign coincides with the celebration of the Los Angeles Mission’s 75th year as a provider of hope, help and opportunities to men, women and children in need in Los Angeles and the Skid Row area. The Los Angeles Mission strives to be a world leader among missions that provide for the poor, restore the addicted and eliminate homelessness by supporting self-sustaining futures.nn”The Los Angeles Mission believes that ‘The Quick Fix with Gwen and Maxi’ is a fun way to focus on a very serious problem; homelessness,” said Herb Smith, president of the Los Angeles Mission. “The Mission’s 75 year experience is that there is no easy way to restore a life devastated by homelessness – no quick fix. The men and women who have graduated from our program have worked long and hard to achieve that success – and we stand ready to help anyone who needs it. We thank the actors, producers, directors, camera crews, editors and the team at 180LA who made this very engaging PSA.”nnCampaign “Quick Fix” aims to support the Los Angeles Mission’s goal to end homelessness by increasing awareness and educating people of the Mission’s work, ultimately encouraging people to donate via the Mission website. The 30-second spot will start to air this week on television stations ABC, NBC, CBS & KCAL, CW, KTTV & KCOP-TV, and cable TV station Adlink, who have donated the time. In addition radio stations like KDAY-FM, KOST-FM, and KROQ-FM have donated airtime as well. A dedicated site and social media will further support the campaign. This is the first of several efforts from 180LA in support of the LA Mission.nnAbout the Los Angeles MissionnFor 75 years, the Los Angeles Mission has served the people of Skid Row, providing emergency services such as shelter, food, clothing, as well as professional medical and dental services. In addition, the Los Angeles Mission also offers long-term residential rehabilitation programs including education, job training/placement, transitional housing and counseling.nnAbout 180n180 is an international creative agency with offices in Amsterdam and Los Angeles. A part of Omnicom Group Inc. (NYSE: OMC), 180 employs 200+ people from over 30 countries. 180’s client roster includes adidas International, Sony Consumer Electronics USA, Sony Corporation, Boost Mobile, Mitsubishi Motors North America, HBO, Eli Lilly, Sauza Tequila, DHL and Omega Watches. 180 specializes in consumer, brand and product strategy, and offers a spectrum of expertise, including: content creation, digital marketing, retail marketing, design and advertising. For more information, visit www.180LA.com , www.facebook.com/180la or follow us on twitter @180LA.nnComplete list of stations who donated airtime: (TV) KTLA-TV, KABC-TV, KNBC, KTTV & KCOP-TV, KCBS-TV & KCAL-TV and cable TV station Adlink; (radio) KPWR-FM, KLOS-FM, KBUE/KHJK/KWIZ-FM, KXOL-FM, KAMP-FM, KTWV-FM, KDAY-FM, KFI-AM, KLAC-AM, KTLK-AM, KOST-FM, KBIG-FM, KHHT-FM, KYSR-FM, KRLA-AM, KCBS-FM, KXOS-FM and KROQ-FM.Michelle McSorley 180LA 310.463.8286 Contact Michelle via email
Contact:Stephen Ruppe LA Mission 949.584.9086 Contact Stephen via email
Liz Charky Directs a Playful and Reflective Video For Henry Hall’s “Tiny Door”
Directed by Liz Charky, the music video for Henry Hall’s ‘Tiny Door’ is a playful and profound exploration of the song’s intriguing perspective on love. Silly moments and serious heartbreak are skillfully weaved together in a series of cheeky, dreamy, profound, and sometimes psychedelic scenes. “I am a huge fan of love songs that have an unusual, hyper-specific perspective on love,” says Hall. “That’s what I wanted to do with ‘Tiny Door.’ It’s about loving someone unconditionally while recognizing that love is something that isn’t always straightforward — I think that’s something we all attempt to come to terms with in our lives. I thought it was a unique yet universal detail about love and therefore an intriguing subject matter for a song. Even though the song is a ballad at its core, it still has a lighthearted sense of humor to it — that’s really portrayed well by Liz, and Ellin Aldana, our cinematographer.” Charky explains, “When I first listened to the song, I felt it was a love song full of longing with a kind of wishful melancholy. As I spoke with Henry about his intention behind the lyrics and sound, I was assured that I'd need to explore heartbreak in a nuanced way – with a degree of levity and playfulness. For me, falling in and out of love runs the full course of human expression. Love and heartbreak can be so emotionally intense and sometimes lonely, other times quite goofy or liberating. In developing the concept, I focused on both the literal and figurative ways that falling in and out of love might look like. So, you see Henry and co-star Franny Arnautou falling, flying, dancing, raging, winking, smiling, and... Read More