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    The Best Work You May Never See: Ogilvy, Director Gabriel Novis “Tear The Paper Ceiling” For Ad Council

    By SHOOTUpdated:No Comments2140 Views

    Over the last few years there have been a myriad of conversations around economic mobility, “talent shortages,” and efforts to create a more equitable workforce. Now, the Ad Council is launching a campaign from agency Ogilvy that shines a light on the skills and potential of the 70+ million workers in the U.S. who are Skilled Through Alternative Routes (STARs), rather than through a bachelor’s degree.

    STARs make up 50% of the U.S. workforce, and they’ve built valuable skills through community college, workforce training, certificate programs, military service, or on-the-job learning. The “paper ceiling” they face represents the invisible barriers (like biased algorithms, degree screens, stereotypes, and the lack of alumni networks) that hold STARs back from upward mobility in their careers. By creating a movement to acknowledge this barrier exists, we can start to break it down. 

    "Tear the Paper Ceiling" is a landmark initiative led by the Ad Council and Opportunity@Work to change mindsets, transform hiring practices, and move more workers without college degrees into higher-wage roles. The initiative is supported by a coalition of 30+ nonprofits, talent developers, and businesses including Comcast NBCUniversal, Google, IBM, LinkedIn and Walmart.

    This anthem PSA was directed by Gabriel Novis of production house Los York.

    Credits

    Client The Ad Council Michelle Hillman, chief campaign development officer; Dzu Bui, VP, group campaign director; Mary Zost, campaign director; Kayla Sykes, assistant campaign manager. Agency Ogilvy Devika Bulchandani, global president and CEO; Liz Taylor, global chief creative officer; Chris Beresford-Hill, president, Ogilvy Advertising, North America ; Anibal Casso, chief strategy officer, North America; Carina De Blois, president, New York; Menno Kluin, Marcos Kotlhar, chief creative officers, New York; George Sholley, head of production, North America ; Jeff Curry, global executive creative director ; Andrea Messer, Dinesh Kapoor, group creative directors; Jonathan Gibson, executive group director; Jess Ryle, producer; Grace Donahue, sr. art director; Gillian Goodman, sr. copywriter; Yung Lee, sr. designer ; Anna Fecskes, executive producer, experiential. Production Los York Gabriel Novis, director; Jeremy Snell, DP. Editorial Cut+Run Mah Ferraz, editor. Music Found Objects

    Media Type:Commerical: PSA
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work
    Video Tags:Ad CouncilGabriel NovisLos YorkOgilvy



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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