To demonstrate the positive impact that IBM Cloud can have on people’s lives, The Barbarian Group created a moving case study around the client’s partnership with the fitness app, Runkeeper. This 90-second online short introduces us to Simon, a competitive ultra-marathoner who happens to be blind and depends on Runkeeper and its IBM-powered data to help him navigate when training. His story shows him training on the football field and then running through varied types of terrain an astounding 100 miles and beyond.
Tucker Walsh directed via production house m ss ng p eces.
Credits
Client IBM Agency The Barbarian Group Adam Lau, Eric Burnett, creative directors; Andrew Peet, art director; Morgan Perrine, copywriter; Damon Webster, Sherri Hollander, broadcast producers. Production m ss ng p eces Tucker Walsh, director; Ari Kuschnir, exec producer/founder; Kate Oppenheim, Brian Latt, exec producers/partners; Dave Saltzman, head of production; Stine Moisen, producer; Tim Sessler, DP; Naomi Wells, production supervisor. Postproduction Cynthia Angel, post supervisor. Editorial Beast Jai Shukla, editor; Colleen Valentino, post producer; Sarah Germano, assistant editor; Scott Bavo, Flame artist. Music Andy Huckvale, composer. Sound Design Q Department. Color The Mill Fergus McCall, colorist.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
