Directed by David Shane of O Positive and conceived by Wieden+Kennedy New York for the National Alliance on Mental Illness (NAMI), this short film titled “Naughty or…” depicts Santa Claus coming to terms with outdated notions of “naughty.” He acknowledges that the old ways of dealing with our kids’ behavior problems no longer reflect the troubling issues they face daily — “the news, the lockdown drills, the internet.” Santa poses the idea that there are many other possibilities to consider other than the “naughty or nice” Xmas standby, including “nervous or nice,” “hurting or nice,” and “uncomfortable in my own skin or nice.” For kids who are struggling, “naughty or nice” is not a sophisticated enough evaluation.
“The holidays were always stressful in my house with extended family visiting and noticing how much the kids had grown and changed,” said Katrina Gay, national director of strategic partnerships at NAMI. “There is more intense pressure than ever on our kids to be successful and an expectation that they behave a certain way. But many young people suffer from mental health vulnerabilities. So, instead of making a snap judgment to label their actions as bad behavior, this film encourages all of us to be more compassionate and look a little deeper.”
The short will run on NAMI’s YouTube channel.
Credits
Client National Alliance on Mental Illness (NAMI) Agency Wieden+Kennedy (W+K) New York Karl Lieberman, executive creative director; Jaclyn Crowley, Sean McLaughlin, creative directors; Katie D’Agostine, copywriter; Hope Jordan, art director; Nick Setounski, head of integrated production; Jordan Leinen, producer; Jill Kearton, studio manager; Brian Ritter, brand strategist; Leah Greene, social strategist. Production O Positive David Shane, director; Marc Grill, Ralph Laucella, exec producers; Ken Licata, 1st assistant director; Dan Ouellette, production designer; Berenice Eveno, DP. Editorial Arcade Edit Geoff Hounsell, editor; Arlene Perez, post producer (NY); Sarah Schachte, post producer (LA); Sila Soyer, exec producer; Chris Angel, editorial assistant (NY); Luke Mcintosh, editorial assistant (LA). VFX The Mill Antoine Douadi, shoot supervisor; Anne Trotman, lead compositor; Tara Holland, compositor; Gillian George, matte painter; Colin Blaney, VFX production supervisor; Clairellen Wallin, VFX sr. producer; Andrew Gilson, VFX producer; Katharine Mulderry, VFX production coordinator; Fergus McCall, colorist. Audio Post Sound Lounge Tom Jucarone, mixer; Becca Falbourn, Alicia Rodgers, exec producers. Sound Design Henryboy Bill Chesley, sound designer; Kate Gibson, producer.
Brazilian cosmetics company O Boticário invites reflection on the act of caring for loved ones as a natural part of life’s journey in its new Christmas campaign. Titled “Casa de Vidro” ("Glass House"), this campaign film presents the largest production in the brand’s history and portrays the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.
This film follows a family gathering for Christmas dinner, where two sisters share the responsibility of caring for their mother. Tensions rise as conflicts surface, and the metaphor of the “glass house” symbolizes the fragility of family bonds. A flashback to the sisters’ youth ultimately leads them to reconnect through cherished memories and affection, emphasizing the importance of family and the responsibility of caring for those who have always cared for them.
Created by agency AlmapBBDO in partnership with O Boticário, “Casa de Vidro” was directed by Kid Burro via MyMama Entertainment.
The soundtrack features a snippet of Alanis Morissette’s “You Learn,” a deliberate choice to connect with millennials who grew up with the song in the 1990s. This demographic is the most likely to resonate with the campaign’s theme, as many are facing the challenges of caring for their aging parents.
The film is running across O Boticário’s social platforms. A 60-second version will air during primetime on open TV and additional content on pay TV.
