This moving new spot from Cox Communications shows the power of connection. Directed by INSTITUTE’s Lauren Greenfield, via FCB Chicago, “Not Alone” focuses on the families of children with Koolen-de Vries Syndrome (KDVS), a rare genetic condition associated with developmental delays and several health concerns. With the rarity of KDVS, it’s crucial for families to share information and support one another in order to navigate the ups and downs of the condition and associated healthcare challenges.
Greenfield’s skill in documentary storytelling is reflected in this project as she worked closely with multiple families and the actors bringing their stories to life. She deftly captured their genuine connections and the journeys they have faced together.
Credits
Client Cox Communications Gaston Vaneri, SVP brand strategy; Brian Stifel, VP brand strategy & consumer insights; Kitty Kilgore, sr. director marketing; Virginia Higgs, sr. manager marketing; Quinn Bison, marketing manager; Meghan Gentile, marketing sr. specialist. Agency FCB Chicago Andres Ordonez, chief creative officer; John Fiebke, EVP, head of copy; Avi Pinchevsky, EVP, executive creative director; Jack Miller, creative director–art; Adam Repp, creative director-copy; Derrick Yousefi, sr. copywriter; Alli Elster, sr. art director; Ellen Israel, sr. producer. Production Company INSTITUTE Lauren Greenfield, director, creative director/founder; Frank Evers, president/founder; Tori Palmatier, managing director; Tim Hudson, DP; Patrick Fischer, line producer. Postproduction 456 Studio Steve Immer, director of editorial, VP; Conor Fisher, director of color; Clare Deady, sr. post producer. Music JSM Joel Simon, CEO/CCO/co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer; Becca Riter, co-composer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
