The American Red Cross Association has launched a campaign reminding us all that even in our darkest hour, there is always hope. The new brand film, entitled “Piano,” embodies the resiliency we’ve all displayed this past year, depicting how “the only thing a disaster can’t destroy is hope.”

Directed by Douglas Avery of Film 47, the public service spot centers on a woman who continues to play piano amidst the ruins of her home, underscoring how people have persevered through the many challenges of this past year.

Created by BBDO NY, the PSA features a custom-recorded rendition of Burt Bacharach’s “What the World Needs Now,” filling the moment with a beautiful message of love and healing. 

The custom track was made possible due to the American Red Cross and music publishing company Primary Wave Music’s new “giving back” partnership, launching with this project and providing the Red Cross access to the company’s extensive library of music catalogs, artists and other content without licensing fees. Moving forward, the Red Cross and BBDO will be able to create compelling campaigns with some of the best music, for free. Primary Wave houses the music of legends such as Whitney Houston, Bob Marley, Smokey Robinson, and Ray Charles among many other top artists.

Credits

Client American Red Cross Agency BBDO New York David Lubars, chief creative officer, worldwide; Anne Lac, Roberto Danino, Fred Kovey, SVPs, creative directors; Eric Goldstein, SVP, sr. creative director; Alex Gianni, group executive producer; Reid Pierce, producer; Julia Millison, music producer; Alexandra Britt, sr. strategic planner. Production Film47 Douglas Avery, director; Vic Palumbo, exec producer; Mark Hankey, line producer; Paul Meyers, DP; Tony Finley, production manager; Jason Haugaard, production designer. Editorial Work Edit NY Adam Witten, editor; Julian Laing, assistant editor; Alejandra Alarcon, head of production; Erica Thompson, exec producer. Telecine Company 3 NY Sofie Borup, colorist; Alexandra Lubrano, producer. VFX Method Studios NY Stephen Morris, conform Flame artist; Stuart Robinson, managing director; Jesse Kurnit, exec producer; Tsiliana Jolson, head of production; Bennett Lieber, sr. producer; Janine Conway, producer. Music Primary Wave Jon Levine, composer; Jake Livingston, manager; Jeff Straughn, president of brand marketing; Sam Sklover, creative marketing manager. Audio Heard City Evan Mangiamele, Seth Phillips, composers; Ronnie Stapleton, Catherine Sangiovanni, assistant engineers; Gloria Pitagorsky, managing director/partner; Andi Lewis, Sasha Awn, Jackie James, producers.

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