Northwell Health has launched an awareness campaign focusing on gun violence prevention. Agency StrawberryFrog developed this TV spot titled “Ferocious Tiger” for the campaign which will be shown in New York. The :30 was directed by MAPP of Fancy Content.
The integrated communications platform centers upon a simple idea: guns are now the leading cause of death for kids, and asking about unlocked guns in the home could help save lives. Northwell understands that asking may be difficult or awkward, but breaking the taboo of talking about access to unlocked guns is the first step of gun safety. Northwell believes it’s time to carve out a healthcare lane for this issue, because it truly doesn’t kill to ask.
Northwell set out to fuel action by speaking to consumers in a new way that doesn’t skew political, preachy or judgmental. Thousands of hospitals, health systems, and hospital associations have joined this movement encouraging families to do one simple thing: ask about gun access and safety measures. The key goal is to reduce risk, putting the danger of unlocked guns front and center, while stressing the importance of asking friends, family, and neighbors about gun access.
In addition to the 30-second TV spot, Northwell’s gun violence prevention campaign includes integrated content such as OOH, radio, digital display, and social media.
“You won’t forget this. The challenge is massive. Most people think gun violence involves the typical 18 year old shooter, when in fact many times it’s children in the home finding unlocked guns,” said Scott Goodson, CEO of StrawberryFrog. “We needed a creative approach that let millions of American parents ask other parents whether they lock up their guns. That’s not an easy conversation to have. Our partnership with Northwell led to this bold campaign with a completely new POV on gun access and safety.”
CreditsClient Northwell Health Agency StrawberryFrog Scott Goodson, founder, CEO; Tyler Deangelo, chief creative officer; James Rogala, group creative director; Amy Nicholson, Mandy Hoveyda, creative directors; Brooks Hess, Courtney Harris, associate creative directors; Linda Rafoss, producer; Ali Demos, group strategy director. Production Fancy Content: MAPP, director; Robert Wherry, EP; Serge Juric, head of production. Editorial Mike Rizzo, editor; Gina Pagano, exec producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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