The goals behind the “Answer Their Call” campaign–created by Droga5 NY for the Reform Alliance–are to generate empathy toward the 2.3 million people who are incarcerated and make the public aware that COVID-19 is threatening to turn a prison sentence into a death sentence for the entire prison population. The Reform Alliance is also encouraging viewers to add their names to a petition urging public officials to take action.
A key component of the campaign is this emotional film titled “When It’s All Over.” The PSA plays on a truth we all share; that as a society we are all dreaming of the simple things, small and big, that we look forward to doing as soon as life gets back to normal after the pandemic–however in this film the stakes are higher as the dreams are those of people behind bars, who may not realize them, due to the threat to their lives that the virus carries. The film is also built from the real phone calls as inmates share their dreams and fears. The feelings and sentiments in these calls are featured throughout the campaign.
Credits
Client Reform Alliance Van Jones, CEO; Bob Pilon, president & chief growth officer; Meagan Bond, sr. director, creative campaigns; Louis Reed, consultant. Agency Droga5 NY David Droga, creative chairman; Neil Heymann, global chief creative officer; Tim Gordon, Felix Richter, co-chief creative officers; Toby Treyer-Evans, Laurie Howell, group creative directors; Stacy-Ann Ellis, copywriter; Oscar Gierup, art director; Ant Tull, sr. copywriter; Kamal Collins, sr. art director; Mike Gaynor, designer; Craig Wong, group experience design director; Sally-Ann Dale, chief creation officer; Jesse Brihn, director of film production; Isabella Lebovitz, sr. producer, film; Kenya Agunloye, associate producer, film; Mike Ladman, music supervisor; Tasha Cronin, director of interactive production; Colin Neff, producer, interactive; Lauren Williams, associate producer, interactive; Jonny Bauer, global chief strategy officer; Harry Roman-Torres, head of strategy; Gabriela Avila, strategy director. Editorial Second Child Scott Chinn, managing director; Sara Mills, sr. producer; Nina Sacharow, editor; Andrew Davenport, assistant editor. Color Grade Company 3 Sofie Borup, colorist; Alex Lubrano, producer. Conform/Finishing Significant Others Sarah Roebuk, exec producer; Kyra Hendricks, producer. Audio Wave Studios Aaron Reynolds, audio engineer; Vicky Ferraro, exec producer.
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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