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    TBWAChiatDay LA’s Period Piece Tackles “The Red Plague” 

    By SHOOTUpdated:No Comments2544 Views

    This film titled “The Red Plague” promotes the “Period Piece PSAs” campaign for which agency TBWAChiatDay LA partnered with PERIOD, a worldwide youth-fueled nonprofit organization that strives to raise awareness of and eradicate period poverty, a global issue.

    Period Action Day took place last Saturday (10/9) where rallies across the country took place. With the support of PERIOD, Gov. Gavin Newson signed a bill that California public schools and colleges were required to provide restrooms with free menstrual products, marking the latest state to adopt affordable access to menstrual products and achieve menstrual equity. 

    Leveraging the insight that period poverty is old fashioned and it’s like living in the old ages, “Period Piece PSAs” taps period actors, activists, influencers and comedians including Drunk History’s Sarah Burns, Les Mis actor Nick Cartell, Black Lady Sketch Show’s Nay Nay Kirby, actress Yvette Nicole Brown, comedians Thanyia Moore and Ryan Asher, The Period Expert and TikTok influencers including Dr. Jennifer Lincoln, who look to create films on social (TikTok and IG) to lean into the shocking reality that it is 2021 and period poverty should be a thing of the past. 

    These parody-style monologues teach people about period poverty all based in 17th through early 19th century wardrobe using #PeriodPiecePSA. The campaign features a toolkit for anyone to join in on the movement. 

    To fuel interest in the campaign and the issue it addresses, TBWAChiatDay LA’s Kristi Lira and Emma Zakes Green co-directed “The Red Plague” via the agency’s in-house operation. (Green is an alum of SHOOT's 2018 New Directors Showcase.)

    Credits

    Client PERIOD Agency TBWAChiatDay LA  Renato Fernandez, chief creative officer; Bruno Regalo, head of art & design; Tescia Deak, creative director; Kristi Lira, Emma Zakes Green, sr. creatives, copy; Irene Li, sr. creative art; Riri Tamura, jr. creative, art; Nebraska White, Yashashree Samant, jr. creatives, copy; Janni Widerholm, social creative lead; Jen Costello, chief strategy officer; Christine Song, associate director of connections; Hannah Schweitzer, jr. strategist; Anh-Thu Le, director of production; Max Watkins, associate producer; Alessandra Horn, craft production manager. Live-Action Production TBWAChiatDay LA In-House Anh-Thu Le, director of production; Max Watkins, editor; Alessandra Horn, craft production manager; Kristi Lira, Emma Zakes Green, co-directors; Mitch Story, DP; Cullen Heron, sound technician. Cast Brenan Dwyer, Tony Torrico, principal actors.

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Video Tags:Emma Zakes GreenKristi LiraTBWAChiatDay LA



    O2 and VCCP’s faith Agency Scam The Scammers With AI Granny

    Friday, November 15, 2024

    With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.

    At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.

    The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.

    Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.

    Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.

    O2 and faith worked with leading U.K. scambaiter Jim... Read More

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