The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”–directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures–spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
Credits
Clients U.S. Department of Health and Human Services’ Administration for Children and Families; AdoptUSKids Public Service Organization Ad Council Michelle Hillman, chief campaign development officer; Dzu Bui, SVP, group campaign director; Mary Zost, VP, campaign director; Andrew Scibilia, campaign manager; Lauren Kim, assistant campaign manager. Agency Edelman Isidoro Debellis, Manas Abrol, Mara Evans, executive creative directors; Mary Soroka, creative director; Allyson Paisley, group creative director; Cindy Chapman, group executive producer; Natasha Correa, sr. producer. Production Greenpoint Pictures The Hudson Dusters (Michael Kuhn, Niles Roth), directors; Sammy Monrow, 1st AD; Nate Hurtsellers, DP; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg Ramia, exec producer; Karen Berkowitz, head of production; Luke Stevens, line producer. Editorial Greenpoint Pictures Joe Walker, editor; Tatiana Rudzinski, exec producer, partner; Leah Donnenberg Ramia, exec producer; Lexy Leeds, producer. Audio Alt Mix Studio Cory Melious, sound engineer. Color Harbor Picture Company Damien Vandercruyssen, colorist; Brad Martin, producer.
Blinkink director Jack Brown created this stop motion film to tell a handmade story for Tekla’s holiday campaign.
Established in Copenhagen in 2017, Tekla was born from a desire to bring modernity and freedom of expression to the homeware category. As a brand, it rejects rapid trend cycles by designing for longevity, with an uncompromising focus on quality and responsible production. Brown’s use of stop-motion animation, using only Tekla fabrics, places both the brand’s story and its values front and center.
The film takes us on the journey of a teddy bear exploring the enchanted interiors of the Tekla Copenhagen store. The vibe feels dreamlike and the addition of stop motion adds a tenderness to the film. Inspired by the stories of Hans Christian Andersen, the campaign features iconic figures and nods to his fairytales; the towering mattresses of The Princess and the Pea, the magical umbrella of The Sandman, and the floating luggage of The Flying Trunk.
Brown said, “What an amazing little project this was, and for such a great brand. Tekla was such a cool client to work with. I suggested making the whole ad out of their fabrics and within 24 hours, there were boxes of beautiful fabrics being delivered for us to cut to pieces. Everything you see is about the size of an A4 sheet of paper and all hand cut, stitched and animated by a very small team of very talented people. Anita Bruvere was the lead builder and animator and did such an amazing job of turning all these tiny pieces of fabric into a magical world.”
