MACMA, a nonprofit organization dedicated to helping and supporting women and raising awareness of breast cancer, again teamed with ad agency DAVID Buenos Aires–this time to show the true power behind machine-generated life.
In this centerpiece spot–directed by Dana Campanello via Poster Films–for the “Machine-Generated” campaign, we see varied creations that have made by machine–in this case the mammogram technology which detects breast cancer at an early stage, enabling women to live longer and turn out all kinds of wondrous creations in the arts and life.
In a joint statement, DAVID Buenos Aires chief creative officers Nicolas Vara and Ignacio Flotta shared, “Together with MACMA, we always seek to create high-impact campaigns to try to escape the commonplaces of the category. This time, we wanted to take advantage of the fascination towards the potential that machines have to generate wonderful things to remind the world of the existence of a not-so-new machine but one that generates hope for millions of women around the world: the mammogram.”
“Machine-Generated” is the agency’s latest campaign for the Argentine nonprofit organization dedicated to helping and supporting women and raising awareness of breast cancer.
Within the framework of International Health Day, “Machine-Generated” adds to the successful history of collaborations between DAVID Buenos Aires and MACMA, which includes memorable campaigns such as “Manboobs” and “The Art of Self-Examination.”
CreditsClient MACMA Agency DAVID Buenos Aires Pancho Cassis, partner & global chief creative officer; Sylvia Panico, global chief operating officer; Nicolas Vara, Ignacio Flotta, chief creative officers; Jimena Oliva, head of production. Production Poster Films Dana Campanello, director; Mariano Echarri, managing director; Georgina Orellana, exec producer; Tobias Salaar, producer; Loli Montes, assistant director; Sofia Lizzoli, DP; Lucia Lamboley, director postproduction. Music PAPAMUSIC
The Best Work You May Never See: United Sense of America, Directing Duo rubberband. Hunt Down Assault Weapons In “The Fawn”
This PSA titled “The Fawn” is from United Sense of America, a bipartisan coalition whose mission is to turn common sense and common ground into public policy. “The Fawn” was concepted and created by production company SMUGGLER in partnership with New York-based agency American Haiku and Austin-based agency Preacher. Written by American Haiku ECD Thom Glover and directed by the SMUGGLER duo rubberband., the film was designed as a common sense rallying cry aimed at the hunting community, questioning the need for assault weapons--in hunting and beyond that in our society generally. In light of the recent tragic high school shooting in Georgia, this message takes on a poignant urgency and underscores the need to craft progressive reform policy. The film, painful and seemingly unavoidable, forces the viewer to imagine someone else’s finger on the trigger and something else as its target. A voiceover initially seems to be talking about a fawn who is in plain view. But instead the VO turns out to be referring to the weapon which will claim the animal’s life. While the scene itself is graphic, the messaging is matter of fact. United Sense of America contends there simply is no defensible reason or excuse for assault weapons being necessary for sports hunting--and certainly not in mainstream society which includes our children’s schools. Glover said, “Every line in the film came from online discussions and conversations. Hunters are no different from the rest of us; the way people buy assault weapons is the same as the way they buy a refrigerator. We have to find a way to challenge this situation that doesn’t paint all gun owners as monsters, because they’re not.” [video width="1920" height="1080"... Read More