Old seemingly useless deck wood is turned into the world’s largest wooden yo-yo, a transformation made possible in part by Benjamin Moore’s Arborcoat stain. The Martin Agency even had a Duncan-sponsored yo-yo expert on site to help out with the mechanics and logistics. The six-foot, two-inch, nearly 400-pound yo-yo was documented from its initial design all the way to its final deployment in the desert, where it was dropped from a 100-foot crane. A parting slogan reads, “Make old wood young again.”
Directed by Jonathan Zames of Caviar, the video will be seeded online to reach both consumer and residential contractors through media and the microsite largestwoodenyoyo.com.
Credits
Client Benjamin Moore Agency The Martin Agency Joe Alexander, chief creative officer; Vanessa Fortier, sr. VP/group creative director; Dave Gibson, creative director/copywriter; Mauricio Mazzariol, associate creative director/art director; Christina Cairo, executive broadcast producer; Ashley Covington, project manager; Matt Mattox, group planning director; Kevin Rothermel, sr. strategic planner. Production Caviar Jonathan Zames, director; Kelly Bowen, head of production; Luke Ricci, exec producer; Kali Erin Niemann, producer. Editorial Whitehouse Josh Bodnar, editor; Kristin Branstetter, exec producer. Animation/VFX Eight VFX Audio Rainmaker Mike O’Connor, engineer/mixer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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