Created by BBDO New York and directed by Jess Coulter of O Positive, this PSA for the American Red Cross shows that while time is precious, we frequently spend it on low priority activities. Titled “You’ve Got Time,” the spot departs from the emotional storytelling norm of the American Red Cross, and deploys in a good-natured way a catchy new song and a touch of humor to show people that everyone has time to make a potentially lifesaving change–in this case to volunteer time for the installation of smoke alarms to protect people and communities from fire danger.
More people die every year from home fires than all natural disasters combined. Smoke alarms can cut the risk of death in half, yet many households still lack working smoke alarms. That’s why the American Red Cross is rallying thousands of volunteers to install 50,000 free smoke alarms nationwide during its Sound the Alarm events in May. This PSA helps us realize that we have the time to volunteer for something so important.
Credits
Client American Red Cross Agency BBDO New York David Lubars, chief creative director, worldwide; Greg Hahn, chief creative officer, NY (at the time this work was originally conceived back in 2020; he is now CCO at Mischief@No Fixed Address); Roberto Danino, SVP, creative director; Mariana Oliveira, Sei Rey Ho, associate creative directors/art directors; Joaquin Salim, associate creative director/copywriter; David Rolfe, head of integrated production (at the time this work was originally done; he is now global head of production, WPP and Hogarth); Sofia Handler, VP, executive producer; Jason Guzman, producer; Julia Millison, music producer. Production O Positive Jess Coulter, director; Eric Steelberg, DP; Jason Reda, line producer; Ralph Laucella, Marc Grill, exec producers. Editorial MackCut Nick Divers, editor; Brandon Isralasky, assistant editor; Gina Pagano, producer. Post/VFX There Studios Conform/Finish There Studios Leslie Sorrentino, exec producer; Richard Shelgren, producer; Elliot Jobe, creative director; Matthew Rappaport, compositor. Telecine Company 3 Sofie Borup, colorist; Alexandra Lubrano, producer. Sound MackCut Sam Shaffer, engineer. Music Walker
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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