Tapping into the popular social media trend of Deaf creators doing British Sign language covers of popular songs online, Ford teamed with Wieden+Kennedy London, the agency's social first studio Bodega London and the British Deaf Association, U.K.’s leading membership organization and registered charity for Deaf people, to celebrate BSL covers of popular songs, starting with “Express Yourself” by English musician Labrinth.
Directed by Yago Hunt Laudi via W+K London’s production company Wrack, the #FordBSLCovers’ work highlights the future of driving and the Deaf community via Ford’s BlueCruise feature on its Mustang Mach-E, the UK’s first and leading assisted driving technology. This “Express Yourself” cover video will run across Ford U.K.’s Instagram–supported by paid media across social and editorial.
CreditsClient Ford Agency Wieden+Kennedy London Dave Colman, Alex Sattlecker; Andre Mezzomo, art director; Winona Wee, copywriter; Ana Balarin, Hermeti Balarin, chief creative officers; Richard Adkins, Amy Leech, joint heads of production; Dom Felton, executive producer; Hestor Manning-Marsh, sr. producer; Michael Hines, group strategy director; Gabriel Marchi, head of Bodega London; Alice Shaw, general manager, Bodega London; Dan Hill, chief strategy officer. Production Company Wrack Yago Hunt Laudi, director & colorist; Jennifer Lawlor, exec producer; Ella Toal Ganger, line producer; Kai Blamey, DP; Ty Hack, 1st AD. Music Siren; “Express Yourself”; Labrinth, artist. VFX Company Covert
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More