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.
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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