Amazon’s new brand campaign out of agency 72andSunny Los Angeles offers creative interpretations of real customer reviews. This hero film titled “Tent”–directed by Gary Freeman via production house MJZ–sprung from an actual review which read, “Bought a tent for their beds…Gave them a new world.”
“Tent” features an expectant mother who already has two young, rambunctious boys. She watches as her boys struggle for autonomy and space in a shared room. She gets an idea to solve this problem by ordering two separate bed tents, purchased easily on Amazon. The boys create their own worlds, and in doing so, mom finds an unexpected way to bring them closer together.
Matt Murphy, chief creative officer at 72andSunny, said, “After reading thousands of customer reviews on Amazon, it felt like we were getting a peak into what the brand means to people. The stories in the reviews told us not just about buying things, but that it’s what people do with the things they buy that matters.”
CreditsClient Amazon Agency 72andSunny Los Angeles Matt Murphy, chief creative officer; Lauren Smith, executive creative director; Scott Reedy, Shawn Raissi, creative directors; Kailey Riggen, sr. designer; Lulu Wimberly, sr. writer; Mike Farrell, design director; Lora Schulson, head of production, North America; Nicole Hasse, director of production, L.A.; Rebecca Wilmer, executive producer; Elena Licursi, jr. producer. Production MJZ Gary Freeman, director; Nicolas Karakatsanis, DP; Laura Macauley, sr. exec producer; Sara Cummins, producer; Natalie Isaac, production manager. Production Services 24/7 Niklas Murray, EP/managing director; Tanya Sokolova, exec producer. Editorial Union Graham Turner, editor; Joe Schiffer, sr. cutting assistant; Michael Raimondi, president/managing partner; Lillian Ghodoushim, producer. Finishing Hunter Logan Aries, exec producer; Carolyn Woods, Flame; Scott Talbot, animator. Color Grade Company 3 Matt Osborne, colorist; Dan Butler, producer. Sound Beacon Street Studios Rommel Molina, mixer/sound designer; Kate Vadnais, exec producer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More