A good pair of shoes can help a person feel not only comfortable, but confident and ready to take on the world. However, the sobering fact is that nearly three-quarters of North American children say that shoes are their biggest need, and not owning a good pair of shoes has been proven to negatively impact school attendance.
To promote the idea of equitable footwear for everyone, Nashville non-profit Soles4Souls is hoping to promote awareness and donations with its first-ever North American campaign. Developed by Toronto agency FUSE Create, “Doors of Opportunity” is built around the shopworn store saying “No shoes. No shirt. No service,” and demonstrates the transformative power of providing footwear and clothing for those in need.
Anchored by this 60-second video, the campaign demonstrates how proper shoes and clothing helps turn “No” into “Yes,” while opening the door to opportunity, hope, education and a future for vulnerable children, youth, and adults.
Directed by David Quinn via production company Skin & Bones, the spot opens on a young girl waking up and going through her morning routine, with subtle but unmistakable signs that her family is struggling financially. There are shots of her meager collection of torn and frayed shirts and the nearly empty fridge. The spot then cuts to her putting on a threadbare pair of sneakers. As she prepares to leave her house, she is stopped by a sign on her door that reads “No shirt. No shoes. No opportunity,” a spin on the signs commonly seen at businesses.
As she hesitates at the threshold, a super appears on screen: “Proper shoes and clothing can increase school attendance by 97%,” and urges viewers to “Help turn no into yes and give kids in need a brighter future.” The spot concludes with a close-up shot of the girl confidently stepping outside in a new pair of sneakers, accompanied by a request for donations to Soles4Souls.
CreditsClient Soles4Souls Agency FUSE Create Steve Miller, executive creative director; Mike Furlong, copywriter; Patrick Carter, art director; Lanny Geffen, director, strategy & brand innovation; Jacquie Kostuk, director, creative strategy; Madison Rogers, creative strategist; Anthony Mayes, director of production; Terra Stephen, integrated producer. Production Company Skin & Bones David Quinn, director; Joan Bell, exec producer; Jake Killorn, photographer. Music & Sound Design TA2 Dana Gadsden, exec producer; Drew Thomas, producer; Oliver Wickham, audio engineer. Editorial Married to Giants Mallory Robbins, editor; Korben Lirette, assistant editor; Amanda Henry, exec producer. Color Transfer Alter Ego Lily Henry, colorist; Spencer Butt, producer. Postproduction Wingman Jonny Ames, online editor; Airees Angellakis, producer.
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More