Social-impact agency Public Inc. and Great Guns director Eva Midgley have teamed up with non-profit PERIOD. to #DeckTheStalls with a holiday campaign fighting period poverty.
Crampus–a.k.a. Mother Bitchmas, Coochie Claus, or Santy Panty, a fabulous hell demon complete with bedazzled horns and a red satin power suit–takes center stage in this spot. While devouring tampon cookies and making it rain maxi pads, she delivers hard truths with sass in a menstruation monologue raising awareness for those without access to proper sanitary care.
A wild and raw script communicates the campaign’s serious message couched in humor. Director Midgley complements its written elements with physical comedy, leveraging it as a tool for keeping the viewer engaged and preventing the campaign from becoming preachy. In the lead up to the most important lines, the voiceover runs across shots of heightened physical comedy with unpredictable pacing to keep the audience on their toes, as a mercurial Crampus jolts between soft and loud, petty and outraged, vain and serious.
This volatile role is played by actress Rachel Sellan, who worked closely with Midgley to flesh out the character of Crampus.
Midgley said, “I howled with laughter when I first read the script. Not because of the content obviously, but the way it was written – Crampus was described as being on her period 365 days a year, with a day off on a leap year. What a brilliant creative from Erin Stevens and Heather Apple at Public Inc. Our amazing producer Marc Milliard and I have collaborated in the past and he can pull rabbits out of a hat, and DOP Vinit Borrison did an amazing job too, as always. Our Crampus, Rachel, was incredible, she really related to the character and cause and she worked incredibly hard.”
The campaign will run through to the end of the year, with all proceeds going to PERIOD.
CreditsClient PERIOD. Agency Public Inc. Jill Applebaum, chief creative officer; Adrienne Rand, VP, strategy; Erin Stevens, creative director/art; Heather Apple, creative director/copy; Sarah Wallace Carr, sr. art director; Michael Portirio, copywriter; Laura Penalosa, Beth Thomson, Valerie Aguiar, directors, client strategy; Rachel Klysen, manager, client strategy; Marc Milliard, head of production/producer; Paul Rivait, director, creative impact; Elizabeth Ellis, manager, creative impact; Cristina Gardeazabal, designer/animator; Cole Breiland, photographer. Production Company Public Inc. Eva Midgley, director (Great Guns); Marc Milliard, line producer; Vinit Borrison, DP; Flora Yin, production designer; Noelle Webb, editor; Marie-Eve Tremblay, costume designer; Erin Sweeney, hair & make-up--prosthetics; Trevor Lawley, assistant director; Mark Flanjak, production manager; Ayaan Abdule, production coordinator. Color/Online RedLabTO Abe Wynen, colorist; Kevin Downer, online editor; Emily Skeffington, producer; Barclay Maude, exec producer. Music Pirate Sound Ari Posner, sound director & composer; Keith Ohman, sound design & mix engineer; Maggie Blouin Pearl, exec producer. Casting Mann Casting. Research Partner YouGov Nonprofit Partners PERIOD., Moon Time Connections, The Period Purse.
Guinness, AMV BBDO, Director Johnny Kelly Bring The Perfect Pour Home With “Dancing Can”
Guinness is inviting more people to experience the joy and communion of a perfect pint at home with its new campaign, “Dancing Can,” a modern nod to the beloved 1994 “Dancing Man” ad. This latest campaign highlights how the Guinness Nitrosurge device puts the power of a perfect pour directly into consumers’ hands. Launched in Great Britain last year, the pocket-sized device uses ultrasonic technology to create the iconic surge with perfectly formed nitrogen bubbles delivering satisfyingly smooth Guinness every time, everywhere.
Developed in partnership with AMV BBDO, “Dancing Can” uses a stop-motion twist to capture the ritual of pouring a perfect pint of Guinness, featuring a ‘dancing’ Nitrosurge can and device. The device is activated by clipping it onto the top of a Guinness Nitrosurge can, before pushing the button and pouring. The resulting pour is unmistakably Guinness, with its iconic dark liquid and creamy domed head.
This 30-second hero film, directed by Johnny Kelly and produced by BAFTA-winning Nexus Studios, is a blend of live-action and stop-motion techniques. Set to the lively “Guaglione” track by Perez Prado, just as in the 1994 ad, the spot celebrates the quality and cheer of enjoying the perfect pour at home while highlighting the charm and innovation of the product.
In a joint statement, Anzhela Hayrabedyan and Luca Grosso, the AMV BBDO creative team behind the work, shared, “Whether it’s a person or a can, 30 years later, the excitement and joy of watching the liquid settle into the perfect pint of Guinness still rings true. The unique charm and craft of stop-frame animation was the answer to bring this emotion to life.”
Director Kelly said, “The original ‘Dancing Man’ video is one of... Read More