The Emmy-winning “Love Has No Labels” campaign for Ad Council has entered its next phase with a digital series that builds on the campaign’s recent short film, Rising. The new two-part documentary series is being released by Ad Council with Facebook and Great Big Story, expanding upon the theme “why does it take a disaster to bring us together?”
The Rising docuseries, produced by Courageous, Great Big Story’s branded content studio, showcases real people who have formed unexpectedly deep connections in the wake of tragedy. In this first episode, Munira and Sara, a Muslim woman and a Jewish woman, share how they overcame their bias in the wake of Hurricane Harvey and formed a long-lasting friendship that helped rebuild their community.
Hosted by storyteller and filmmaker Jay Shetty, the docuseries–directed by Michael Southworth–is being released across the Great Big Story, Love Has No Labels and Jay Shetty social pages, with a second story set to air in March 2019. Like the rest of this campaign, it was created in partnership with R/GA.
Credits
Client Ad Council/”Rising” Facebook Docuseries Ad Council Heidi Arthur, chief campaign development officer; Sheri Klein, VP, group campaign director; Jean Walters, campaign director; Allison Greenwald, assistant campaign manager; Julia Blumenstyk, director, strategy & evaluation; Ellyn Fisher, SVP, marketing & communications; Shirley Yeung, director, PR & social media; Laurie Keith, VP of media, social & emerging; Hannah Ross, director, digital ad products; Julia Kim, digital marketing manager. Content Development Developed by Facebook Creative Shop; created in partnership with R/GA. Creative/Production Courageous Studios (Great Big Story’s branded content studio) Michal Shapira, SVP, news content partnerships; Otto Bell, chief creative officer; Michael Southworth, director; Oona Hemmi, creative producer; Kate LaBrecque, activation lead; Owen Hamilton, DP. Postproduction Elaine Casap, editor; Matthew Chao, finishing editor; Sanja Blau, color. Graphics Evan Worsham, Kaine Asika Audio Heard City Evan Mangiamele, sound mix
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
