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    The Best Work You May Never See: Northwell Health, Strawberry Frog, Director MAPP Address The “Tiger” In The Room With Anti-Gun Violence Spot

    By SHOOTUpdated:No Comments3424 Views

    Northwell Health has launched an awareness campaign focusing on gun violence prevention. Agency StrawberryFrog developed this TV spot titled “Ferocious Tiger” for the campaign which will be shown in New York. The :30 was directed by MAPP of Fancy Content.

    The integrated communications platform centers upon a simple idea: guns are now the leading cause of death for kids, and asking about unlocked guns in the home could help save lives. Northwell understands that asking may be difficult or awkward, but breaking the taboo of talking about access to unlocked guns is the first step of gun safety. Northwell believes it’s time to carve out a healthcare lane for this issue, because it truly doesn’t kill to ask.

    Northwell set out to fuel action by speaking to consumers in a new way that doesn’t skew political, preachy or judgmental. Thousands of hospitals, health systems, and hospital associations have joined this movement encouraging families to do one simple thing: ask about gun access and safety measures. The key goal is to reduce risk, putting the danger of unlocked guns front and center, while stressing the importance of asking friends, family, and neighbors about gun access.

    In addition to the 30-second TV spot, Northwell’s gun violence prevention campaign includes integrated content such as OOH, radio, digital display, and social media. 

    “You won’t forget this. The challenge is massive. Most people think gun violence involves the typical 18 year old shooter, when in fact many times it’s children in the home finding unlocked guns,” said Scott Goodson, CEO of StrawberryFrog. “We needed a creative approach that let millions of American parents ask other parents whether they lock up their guns. That’s not an easy conversation to have. Our partnership with Northwell led to this bold campaign with a completely new POV on gun access and safety.”

    Credits

    Client Northwell Health Agency StrawberryFrog Scott Goodson, founder, CEO; Tyler Deangelo, chief creative officer; James Rogala, group creative director; Amy Nicholson, Mandy Hoveyda, creative directors; Brooks Hess, Courtney Harris, associate creative directors; Linda Rafoss, producer; Ali Demos, group strategy director. Production Fancy Content: MAPP, director; Robert Wherry, EP; Serge Juric, head of production. Editorial Mike Rizzo, editor; Gina Pagano, exec producer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Fancy ContentMAPPRobert WherryStrawberryFrog



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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