Register

    Bensimon Byrne Creates “5th Season” for Scotiabank

    By SHOOTUpdated:No Comments3553 Views

    The idea behind Canadian agency Bensimon Byrne’s “The 5th Season” campaign for Scotiabank–now in its third year–is simple: Mother Nature gives us four seasons, but in Canada—where hockey is part of national tradition–there’s one more. The 5th Season is the hockey season, and there’s no other time of year like it. It’s why Scotiabank supports over 8,000 community teams across Canada. 

    As a sponsor of this year’s World Cup of Hockey, Scotiabank wanted to give Canadians something truly stirring. After all, more than 150 of the best players in the NHL will participate this month, and Canadians will never feel more connected to the game. 
    So Bensimon Byrne tapped into a hockey truth: the 5th Season is when kids dream big. They dream about donning a red and white Team Canada jersey; dream about the thunder of 18,000 roaring fans; dream about the greatest hockey moments just waiting to happen. 

    Using kids, “Hockey Dreams” perfectly recreates some of the sport’s most celebrated goals—from Bobby Orr, Lanny McDonald, Mario Lemieux and Paul Henderson.

    Gary Freedman from Glue Society, via Toronto-based production house OPC, directed “Hockey Dreams” for which no actors were cast. Instead kids were cast who love to play hockey–and who dream big about their exploits on ice.

    Credits

    Client Scotiabank Agency Bensimon Byrne Joseph Bonnici, executive creative director/partner; Gints Bruveris, David Mueller, associate creative directors; Matthew Valenzano, writer; Cam Hopkins, art director; Michelle Pilling, producer. Production OPC Gary Freedman, director; Stephane Fontaine, DP; Harland Weiss, exec producer; Matt MacLennan, line producer. Editorial Saints Ross Birchall, editor; Nancy Gidman-Latorraca, assistant editor; Stephanie Hickman, exec producer. Online The Vanity Postproduction Alter Ego Eric Whipp, colorist. Audio Grayson Matthews

    Genre:Sports
    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:Bensimon ByrneGary FreedmanOPC



    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

    MySHOOT Profiles


    Add A Comment