“Second Chances” gives drivers who commit traffic violations a “second chance” as thanks for being registered organ donors and giving fellow citizens a second chance at life. Created for Donate Life California, “Second Chances” premiered with three police departments: Fullerton and Placentia, California and the campus of Cal State Fullerton. The program launched in April, national Donate Life Month in the U.S., and was also extended to Calgary, Canada, creating a road map for other departments around the world to replicate and implement similar organ donation programs.
Agencies behind the campaign promoting the initiative were Cassanova//McCann, McCann New York and McCann Canada.
Credits
Clients Donate Life California, Canadian Transplant Association, CSUF Police Department, Fullerton Police Department, Placentia Police Department. Agencies Casanova//McCann Ingrid Otero Smart, president/CEO; Elias Weinstock, EVP, chief creative officer; Marco Munoz, executive creative director; Fernando Poblete, creative director; Francisco Rojas, associate creative director; Christian Mondragon, sr. copywriter; Kristen Scharf, copywriter; Roman Gonzalez, sr. art director; Humberto Rodriguez, director of broadcast production; Flor Castaneda, producer; Caitlyn Thompson, associate producer; Nano Recondo (Voltron), editor; Jonathan Lackey, digital operations director; Eric Wang, jr. content creator. McCann New York Eric Silver, chief creative officer, North America; Nir Refuah, executive technology creative director; Nathy Aviram, chief production officer; Dave Herman, SVP, executive producer; George Katz, co-design director; Eric Perin, director/DP; Erik Kroha, VP director of technology; Peter Gallo, SVP, director of user experience. McCann Canada Josh Stein, executive creative director; Jacqueline Bellmore, executive producer; Olia Dallimore, producer. Production Craft Studios New York Karen Hannegan, exec producer; Ilysa Katsap, editor. Circle Productions Rob Turner, director/DP; Karen Tameanko, exec producer. D’avant-Garde Media Francisco Pugliese, director. 4K Aaron Bernakevitch, CEO, producer; Justin Ross, sound; Phil Harrison, first AC. Music JSM Music Editorial Saints Editorial Michelle Rich, exec producer; Mark Paiva, editor.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
