Footcare brand Dr. Scholl’s is celebrating the joy of movement, from halting first steps to graceful pirouettes and everything in between, as part of a new campaign that marks a bold evolution in the brand’s marketing strategy. The new “Born to Move” platform signals a shift away from advertising focusing on the functional benefits of Dr. Scholl’s products to one that recognizes their role in facilitating freedom of movement.
A key component of the campaign is this emotional short film titled Her Feet, which follows the life journey of a girl from birth to adulthood. The dialogue-free film, created by BBDO Toronto, is told solely through images of her feet, incorporating nearly 70 distinct shots of her learning to stand and walk, to splashing through puddles and skipping rope, to more monumental events such as her wedding day and the birth of her own child.
Ballet is a constant touchpoint throughout the two-minute film, which includes four accomplished ballerinas among its eight different actresses. The film is directed by BBDO Toronto VP/associate creative director Chris Booth. Production was handled by Skin & Bones, while Imprint Music is responsible for the original score and sound design. The edit was done by Brian Williams at Saints. and Transfer by Tricia Hagoriles Alter Ego.
The piece is running on Facebook through November and on YouTube through the end of the year.
CreditsClient Bayer/Dr. Scholl’s Agency BBDO Toronto Todd Mackie, Denise Rossetto, chief creative officers; Chris Booth, associate creative director/writer/art director; Beatrice Bodogh, producer. Production Skin & Bones Chris Booth, director; Adam Madrzyk, DP (summer scenes); Chris Bonnell, additional photography; Dan Ford, Liane Thomas, exec producer; Luke Bryant, producer. Editorial Saints Brian Williams, editor. Postproduction Fort York VFX Color Alter Ego Tricia Hagoriles, colorist. Music/Sound Design Imprint Music
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More