Directed by David Shane of O Positive and conceived by Wieden+Kennedy New York for the National Alliance on Mental Illness (NAMI), this short film titled “Naughty or…” depicts Santa Claus coming to terms with outdated notions of “naughty.” He acknowledges that the old ways of dealing with our kids’ behavior problems no longer reflect the troubling issues they face daily — “the news, the lockdown drills, the internet.” Santa poses the idea that there are many other possibilities to consider other than the “naughty or nice” Xmas standby, including “nervous or nice,” “hurting or nice,” and “uncomfortable in my own skin or nice.” For kids who are struggling, “naughty or nice” is not a sophisticated enough evaluation.
“The holidays were always stressful in my house with extended family visiting and noticing how much the kids had grown and changed,” said Katrina Gay, national director of strategic partnerships at NAMI. “There is more intense pressure than ever on our kids to be successful and an expectation that they behave a certain way. But many young people suffer from mental health vulnerabilities. So, instead of making a snap judgment to label their actions as bad behavior, this film encourages all of us to be more compassionate and look a little deeper.”
The short will run on NAMI’s YouTube channel.
Credits
Client National Alliance on Mental Illness (NAMI) Agency Wieden+Kennedy (W+K) New York Karl Lieberman, executive creative director; Jaclyn Crowley, Sean McLaughlin, creative directors; Katie D’Agostine, copywriter; Hope Jordan, art director; Nick Setounski, head of integrated production; Jordan Leinen, producer; Jill Kearton, studio manager; Brian Ritter, brand strategist; Leah Greene, social strategist. Production O Positive David Shane, director; Marc Grill, Ralph Laucella, exec producers; Ken Licata, 1st assistant director; Dan Ouellette, production designer; Berenice Eveno, DP. Editorial Arcade Edit Geoff Hounsell, editor; Arlene Perez, post producer (NY); Sarah Schachte, post producer (LA); Sila Soyer, exec producer; Chris Angel, editorial assistant (NY); Luke Mcintosh, editorial assistant (LA). VFX The Mill Antoine Douadi, shoot supervisor; Anne Trotman, lead compositor; Tara Holland, compositor; Gillian George, matte painter; Colin Blaney, VFX production supervisor; Clairellen Wallin, VFX sr. producer; Andrew Gilson, VFX producer; Katharine Mulderry, VFX production coordinator; Fergus McCall, colorist. Audio Post Sound Lounge Tom Jucarone, mixer; Becca Falbourn, Alicia Rodgers, exec producers. Sound Design Henryboy Bill Chesley, sound designer; Kate Gibson, producer.
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More
