Agency TDA_Boulder created this “Best Day Ever” campaign for Merrick Pet Care starring Baby Joey, a stray puppy who was found on the street with partially amputed hind legs. A series of videos tell the heartbreaking yet touching story of Baby Joey and his journey through the process of getting new prosthetic legs.
Taken in by Second Chance Rescue in New York, Joey’s story reached Merrick Pet Care who paid for all of his medical care, prosthetics and rehabilitation at Water 4 Dogs. Baby Joey’s videos are the base for a broader reaching campaign where Merrick aims to give dogs the best day ever to return the endless joy that dogs provide to humans.
Credits
Client Merrick Pet Care Agency TDA_Boulder Jonathan Schoenberg, writer/executive creative director; Thomas Dooley, executive creative director; Haley Garyet, sr. art director; Lindsey Ritter, Kate Osborne, producers; Constance DeCherney, director of strategy; Amy Morgenstern, videography; John Snelson, editor; John Hope, production manager.
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
