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    The Best Work You May Never See: Schlage’s “Doormat”

    By SHOOTUpdated:No Comments1722 Views

    As part of its campaign for Schlage locks introducing “The Keyless Era,” agency Young & Laramore, Indianapolis, has turned out several online videos, including this one in which we meet a character who literally is a “doormat.” He’s lost his purpose in life because the spare house key is no longer hidden underneath him.

    Schlage’s new keyless electronic locks have made the doormat obsolete when it comes to being the hiding place for keys. Now all people do is walk all over him.

    John Douglas of Curator Pictures directed this social media spot, one of eight in the campaign, which also offers the chance to play the Keyless Ear Challenge, a 31-day scavenger hunt filled with unique clues and trivia. One lucky winner will receive a grand prize of $10,000, and there will be daily winners throughout the contest.

    Credits

    Client Schlage Agency Young & Laramore Carolyn Hadlock, executive creative director; Tom Denari, president/chief strategy officer; Bryan Judkins, creative director; Scott King, associate creative director/sr. writer; Zac Neulieb, art director; Sarah Holcombe, writer; Taylor Schaffer, brand action strategist; Amy Jo Deguzis, producer. Production Curator Pictures John Douglas, director; Jeffrey Waldron, DP. Editorial Foundation Content Nick Pezzillo, editor.

    Screenwork Type:Best Work
    Video Tags:Young & Laramore



    Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker

    Thursday, December 19, 2024

    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. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More

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