Matt Dilmore of Biscuit Filmworks directed this spot–titled "Can I Touch It?"–for Nature’s Care Organic Garden Soil, celebrating the product with a 40-foot-high monument of dirt, two regular guys commenting on it and the tagline, “That’s some good dirt.”
In a category that typically puts the emphasis on storybook vegetable gardens, agency Barton F. Graf 9000 wanted to instead make the dirt pile the hero.
Client The Scotts Company LLC/Nature’s Care Agency Barton F. Graf 9000 Gerry Graf, founder/chief creative officer; Scott Vitrone, Ian Reichenthal, partners/executive creative directors; Amanda Clelland, creative director/art director; Nick Kaplan, creative director/copywriter; Josh Morse, head of production; Erica Kahr, producer. Production Biscuit Filmworks Matt Dilmore, director; Shawn Lacy, managing director; Colleen O’Donnell, executive producer; Peter Slowey, line producer. Editorial Mackenzie Cutler Gavin Cutler, editor; Pamela Petruski, assistant editor; Sasha Hirschfeld, exec producer. Post Company 3 Tim Masick, colorist. Audio Post Heard City
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
