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.
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
