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.
CreditsClient 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
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More