Yael Staav of production house Soft Citizen directed this online :30 which shows how a young girl’s imagination can turn a cardboard box into something magical–from an astronaut’s helmet to a pirate ship to makeshift ski lifts.
A voiceover relates, “When you were young, you could see endless possibility inside a cardboard box.”
Fast forward to today as that girl has become a young woman who opens a Nordstrom shoe box to reveal its contents. “Some things never change,” continues the voiceover.
“Cardboard Box” is part of a “Shoes That Move You” campaign conceived by a creative ensemble at DDB Canada’s Vancouver office.
Credits
Client Nordstrom Agency DDB Canada, Vancouver Cosmo Campbell, Dean Lee, executive creative directors; Jon Mandell, copywriter; Brandon Thomas, art director; Karen Brown, producer; Kimberly Billan, project manager; Rob Newell, strategy; Dreek Lau, social media strategy. Production Soft Citizen Yael Staav, director; Chris Mably, DP; Merrie Wasson, line producer. Post Cycle Media Matthew Griffiths, Rob Doucet, editors/online editors; Claudio Sepulveda, colorist. Audio Vapor Music Andrew Harris, creative director/engineer; Natalie Schnurr, producer. Casting Blair Law Casting.
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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