Grey New York, working with its client the National Park Foundation on behalf of the National Park Service, heralds National Park Week coming up on April 20-28–a centerpiece of which is free admission to the National Parks on 4/20.
This anthem video–directed by Sam Holst of The Directors Bureau–promotes the National Parks by reminding us of all the stresses of daily life in comedic fashion: self-checkout kiosks that don’t work; computerized call centers that don’t answer; restroom dryers that don’t; impossible furniture assembly; and incomprehensible parking signs.
We’re then offered a remedy, a break, from our hectic, maddening lives as the mundane segues to majestic vistas of the parks and the call to action: The National Parks are free on April 20th . . .Find Your Park.
This “Us vs. Every Day” piece is part of a “Find Your Park” video series that will run on paid social platforms such as Facebook and Instagram and across all National Park Service social media.
Credits
Client National Park Foundation Agency Grey New York John Patroulis, global chief creative officer; Jeff Stamp, deputy chief creative officer; Asan Aslam, group creative director; Leo Barbosa, Cuanan Cronwright, creative directors; Robert Jencks, art director/sr. design; Tan Erginay, copywriter. Production Agency Townhouse James McPherson, chief production officer; Tania Salter, SVP head of integrated production Bruce McDonald, VP executive integrated producer; Radu Olievschi, VP integrated producer. Production Company The Directors Bureau Sam Holst, director; Lisa Margulis, managing director/exec producer; Elizabeth Minzes, exec producer/ head of production; Jacki Calleiro, exec producer; Jona Ward, producer; Kenji Katori, DP; Almitra Corey, production designer; Hayley Simpson, casting (Plaster Casting) Edit, Music, Sound Townhouse Studios Lauren Kulchinsky, SVP head of creative content; Michaela Moriarty, post producer; Brian Sanford, editor; Robert Pilgrim, Guillermo Rivero, assistant editors; Kurt Steinke, music supervisor; Dante Desole, VP director, sound engineer. Color Nice Shoes Chris Ryan, colorist; Jason G. Farber, 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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