Nutritional effort on Facebook gives babies a voice and a healthy start
barrettSF launched its first campaign for 1,000 Days, an NGO dedicated to improving nutrition for expecting mothers and children. The multi-component digital/social effort will run on Facebook and centers on the recently released “Baby Anthem” video.
The narrative of 1,000 Days’ creative comes from the infant’s POV and centers on the rather novel concept of babies advocating for babies. barrettSF created four activations to convey a compelling story as static images, video and user-generated content help present the inner monologues of babies.
The campaign kicked off earlier this month with “Grumpy Babies,” a set of memes that serve as teasers for the anthem. Each of the static ads pairs a closeup of an adorably perturbed cherub with a come-on caption like “I’m not teething you” or “Stop jiggling your keys in my face” and links to the 1,000 Days information and petition site. “Good nutrition in the #1,000 days between a woman’s pregnancy and her child’s second birthday sets the foundation for all the days that follow.”
Staying true to the Grumpy Babies theme, the Baby Anthem video combines humor with universally relatable baby moments to show that every infant deserves a fair start. Stills from the spot will be selected for future static ads.
“One-third of the world’s population is malnourished,” commented Todd Eisner, creative director at barrettSF. “Unfortunately, one-year-olds have a hard time articulating that need. Our idea was to help them find the words.”
Other Facebook elements include Toddler Translations, in which users can submit scribbles and finger paintings and have them (comically) analyzed, and customized posts, in which the Grumpy Babies personalize snarky comments for the Facebook pages of influencers.
The advocacy organization was born at the State Department five years ago as the brainchild of Hillary Clinton. Now an independent group, the goal of 1,000 Days is to educate people and influence policymakers by driving public support to its petition.
Credits
- Client: 1,000 Days – Lucy Martinez Sullivan – Executive Director
- Agency: barrettSF – Jamie Barrett, executive creative director; Todd Eisner, creative director; Conor Duignan, head of broadcast production; Emily Brody, account manager
- Production: Even Odd Films – Clayton Worfolk, director/editor; Tyler McPherron, director of photography; Malcolm Pullinger, executive producer; Kimi Milo, line producer
- Color: Mission Film & Design – Ayumi Ashley, colorist
- Music: The Music Playground (Track – Bright Moments – The Sailor) – Eric Hillebrecht, VP/creative director
- Mix: One Union|- Matt Zipkin, sound engineer
Sinners and Saints Adds Apple Pie To Its Branded Menu
Bicoastal Sinners and Saints--the multidisciplinary studio overseen by managing director/executive producer Heather Heller, and partners/EPs Yann Henric and Thomas Carroll--has added Apple Pie Tabletop to its roster for branded content. Known for its food and beverage content creation, Apple Pie comprises the husband-and-wife team of director/DP Gene Dubin and director/art director Alisa Volodina. In addition to representation, the move expands Apple Pie’s production capabilities through the combination of its centrally located full-service studio in New York and a newly established mobile studio in Los Angeles. Apple Pie recently teamed with Sinners and Saints on a Wienerschnitzel project created by Innocean.
“We believe that our dual studio strategy positions us uniquely in the competitive landscape of food and beverage storytelling,” said Heller. “By blending the artistry of the New York studio with the flexibility of our Los Angeles location, we can tailor our productions to meet the unique demands of each project, regardless of geography.”
“Working with Sinners and Saints in the demanding field of tabletop was an absolute pleasure,” shared Apple Pie Tabletop in a joint statement. “Warm welcome, unwavering support and dedication--everything a director can ask for. The entire experience was both enjoyable and rewarding. We will not miss an opportunity to collaborate with them again.”
“The first thing you notice is that Apple Pie has beautiful work,” Heller observed. “Having worked with them, I can say that Gene and Alisa are extremely meticulous and detail-oriented; their combination of talent and agility appeals to agencies and clients.” Also appealing to Heller is Apple Pie Tabletop’s brisk international... Read More