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.
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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