While opioid dispensing rates in the U.S. are slowly ticking down, they remain elevated compared with rates in other countries. The U.S. makes up only 4.4% of the world’s population, but it consumes over 80% of the world’s opioids. Luckily, consumers today have more options than ever before for powerful, nonaddictive pain relief as they navigate their unique positions on the overall pain spectrum, including but not limited to OTC medications, physical therapy, medication and chiropractic care.
Towards that end, ALEVE and Mothers Against Prescription Drug Abuse (MAPDA) teamed with agency MullenLowe on “The Painful Truth” campaign which launches with this three-minute film featuring real pain sufferers who are at crossroads and seeking guidance. They get on a video call with a pain expert, Matt Robinson, who we find out has first-hand experience, having taken a life’s journey from addiction to advocacy. The film was directed by Simon Brand via production company Ladoble.
“Two big contributing factors to opioid use disorder are lack of education around the potential negative consequences of opioid use and the enduring stigma around addiction. Many of us believe this could never happen to us or someone we love, and that often prevents patients from exploring options for pain relief,” said Mary Bono, co-founder, chair of the board of directors and CEO of MAPDA. “At MAPDA, we encourage people to engage in the vital conversations around drug impacts, and we are so proud to partner with ALEVE on ‘The Painful Truth’ to shine a spotlight on that moment when patients should actively engage about their care and explore all viable options.”
CreditsClient Bayer Brand ALEVE Partner Mothers Against Prescription Drug Abuse (MAPDA) Agencies Mullen Lowe Global Carlos Andres Rodriguez, global creative director. LOLA MullenLowe/MullenLowe US Tomas Ostiglia, executive creative director; Saray González, Helena Marzo, German Rivera, creative directors; Diego Vieira, associate creative director; Jonny Gadd, SVP, executive director, global strategy; Andrea Schulz, SVP, group strategy director; Yan Graller, head of design; Marcos Romero, Marcos Colombres, copywriters; Alan Chung, Maria Sancho, designers; Felipe Calvino, head of production, producer; FREELANCEFOR, producer. Production Company Ladoble Simon Brand, director; Rodrigo Lema, managing director and exec producer; Rafael Leyva, DP; Francisco Lederman, producer. Casting Copelan Cash, casting director. Postproduction Comppo Pedro Enguídanos Ayala, Lila Izquierdo, editors.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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