Havas London has unveiled its first work for The Department for Education (DfE) since winning its teacher recruitment business in May. The campaign highlights that teaching isn’t about what young people become, but who they become–and underscores the role teachers play in shaping young people’s lives.
The :60 “Every Lesson Shapes a Life” is gaining exposure on TV and in cinema. Directed by Pulse Films’ thirtytwo, the emotive film follows the journey of a young girl named Abi, from her very first day of school as a nervous, wide-eyed four-year-old, through to her last, leaving at 18 with the confidence to discover her place in the world.
Credits
Client The Department of Education Agency Havas London Ben Mooge, executive creative director; Lynsey Atkin, creative director/copywriter; Wil Maxey, Elliott white, creatives; Patrick Cahill, joint head of integrated production; Adam Henderson, producer; Natasha King, assistant producer; Ravi Matharu, strategic director; Emmy Stafford, strategist. Production Pulse Films thirtytwo, director; Lucy Kelly, exec producer; George Saunders, producer; Ben Fordesman, DP. Editorial TenTree Ellie Johnson, Billy Mead, editors. Postproduction TimeBased Arts Simone Grattarola, colorist; Jamie Crofts, Flame artist; Josh Robinson, Jo Gutteridge, post producers. Sound Factory Anthony Moore, sound. Jack Hallet, sound. Zebedee Budworth, composer; Mark Stobbart, voiceover. Audio Post Factory alana McLernon, Lucy Spong, audio producers.
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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