Showing kids just being kids—playing hard and experiencing life—puts into perspective for parents what is really important. Yet another positive visualization enhances this perspective in "Reward," a Partnership For A Drug-Free America (PDFA) spot directed and designed by Diane Van Ussel of bicoastal monkeyshine, a sister company to bicoastal/international The Artists Company and The A+R Group.
That extra element comes in the form of Van Ussel-designed graphics, which appear on the limbs of some— and on the back of one—of the children. One message conveyed through supered graphics simply reads, "Encourage me." Another reads, "Say I did a good job." As a shirtless youngster flexes his muscles and admires himself in the mirror, we see supered on his back, "Be my biggest fan."
A voiceover explains: "It would be good if kids came with instructions to keep them away from drugs. Until they do, we can help."
A graphic then fills the screen: "Parents. The Anti-Drug," followed by toll-free phone number.
The other spot in the "Instructions" campaign, "Involved," takes the same approach, offering other bits of supered advice that appear on active kids. These supers include "Stay involved in my life," and "Be there for me."
The PDFA package was conceived by WestWayne, Atlanta. The shop’s creative ensemble consisted of: chief creative officer Luke Sullivan, creative director Roy Trimble, copywriter Haley Turner, art director Keith Greenstein and producer Bryan Jameson.
Van Ussel’s support team at monkeyshine was headed by executive producer Roberto Cecchini and executive producer/producer Gower Frost. Designers/animators were Edmund Leung and Martin Von Will of monkeyshine. Kris Kachikas was the DP.
Human-interest back stories also figured in the campaign, which targets parents in the general and African-American markets. For example, a girl named Caitlin was featured in "Involved." Drugs had adversely affected her life at birth. Caitlin’s mother had been a crack addict and had abandoned Caitlin several days after she was born. Caitlin was nicknamed "Luckie" because she wasn’t expected to survive withdrawal. Now 11 years old, she is living with her foster mother.
Both spots were edited by Brad Briggs via monkeyshine. Colorist was Billy Gabor of Company 3, Santa Monica. Ben Gibbs of Sea Level, Venice, Calif., served as Inferno artist. Audio engineer/mixer was Chris Basta of Todd-AO, Atlanta.
Music was done by bicoastal Elias Associates, with Alex Lasarenko serving as creative director/composer and Andy Solomon as producer.
