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
After 20 Years of Acting, Megan Park Finds Her Groove In The Director’s Chair On “My Old Ass”
Megan Park feels a little bad that her movie is making so many people cry. It's not just a single tear either — more like full body sobs.
She didn't set out to make a tearjerker with "My Old Ass," now streaming on Prime Video. She just wanted to tell a story about a young woman in conversation with her older self. The film is quite funny (the dialogue between 18-year-old and almost 40-year-old Elliott happens because of a mushroom trip that includes a Justin Bieber cover), but it packs an emotional punch, too.
Writing, Park said, is often her way of working through things. When she put pen to paper on "My Old Ass," she was a new mom and staying in her childhood bedroom during the pandemic. One night, she and her whole nuclear family slept under the same roof. She didn't know it then, but it would be the last time, and she started wondering what it would be like to have known that.
In the film, older Elliott ( Aubrey Plaza ) advises younger Elliott ( Maisy Stella ) to not be so eager to leave her provincial town, her younger brothers and her parents and to slow down and appreciate things as they are. She also tells her to stay away from a guy named Chad who she meets the next day and discovers that, unfortunately, he's quite cute.
At 38, Park is just getting started as a filmmaker. Her first, "The Fallout," in which Jenna Ortega plays a teen in the aftermath of a school shooting, had one of those pandemic releases that didn't even feel real. But it did get the attention of Margot Robbie 's production company LuckyChap Entertainment, who reached out to Park to see what other ideas she had brewing.
"They were very instrumental in encouraging me to go with it," Park said. "They're just really even-keeled, good people, which makes... Read More