Autism Speaks and the Ad Council have launched a public service campaign out of BBDO New York (Autism Speaks’ creative agency partner) designed to encourage parents to recognize and learn the early signs of autism by visiting www.autismspeaks.org/signs.
The centerpiece :60–which recently debuted on broadcast and cable programming as well as Autism Speaks’ social channels–deploys 3D and stop-motion animation inspired by the story of a child named Jacob and his experience living with autism. Jacob did not speak until he was four years old. The animated scenes communicate the signs of autism through metaphors, including lack of eye contact, sensitivity to light, repetitive behavior and delayed speech. The world featured in this PSA was built from scratch by Lobo Productions, and inspired by elements of interviews with Jacob. As example, some of the featured creatures are reflections of Jacob’s real toys.
Credits
Client Autism Speaks Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, executive creative diretor; Mark Anderson, creative director/copywriter; Bianca Guimarães, associate creative director/art director; Whitney Collins, sr. producer; Melissa Chester, executive music producer. Production Lobo Productions, Brooklyn, NY Guilherme Marcondes, director; Loic François Marie Dubois, creative executive producer; Aron Matschulat Aguiar, producer; Alexandre Elaiuy, Vince Vennitti, DPs; Eliza Flores, associate producer; Marcelo Righini, type designer; Carolina Azevedo, digital creative director. (Toolbox: Maya, Nuke) Music/Sound Human New York Audio Post Corey Bauman, mixer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
