International charity WaterAid has worked with independent creative agency Don’t Panic to launch this “Bring water” campaign, highlighting the need for everyone everywhere to have clean water, especially during the current COVID-19 pandemic.
Staggeringly, one in ten people are denied access to clean water and one in four people don’t have a decent toilet of their own. Without these basic human rights, overcoming poverty is just a dream, as is good health and combating a deadly virus like COVID-19.
Johnty Gray, Mass Engagement Director, WaterAid said : “The rainbow has become a powerful symbol of hope and unity during the COVID-19 outbreak, highlighting how we are all facing this crisis together and therefore a global effort is required to tackle it. Yet we are not all equally equipped to fight the pandemic. Globally, one in four health centers have no clean water, putting health workers and their patients at increased risk of infection. Through our campaign, we are sharing the message that getting clean water to everyone everywhere is key to fighting the spread of disease – you need water to get a rainbow.”
In that vein, this campaign :60 titled “You Can’t Have a Rainbow Without Water”–shot in less than a week by a collection of Stink Films directors–captures rainbows and people throughout the world, in multiple locations (Moscow, London, LA, New York, Berlin, Paris, Milan, Florence, Shanghai, Tokyo, Argentina, Chicago and Johannesburg) on an array of recording devices; DV, phones, Reds and 5D’s and then patiently pieced together by Stitch editor, Paul O’Reilly to capture the hope that exists globally during this difficult time.
Katie Lambert, EP, Stink Films, said, “This film was challenging as we had to capture a lot of rainbows, across multiple locations, in only four days. It was intense and wouldn’t have been possible without the help of all of Stink’s offices around the world; it’s only due to our fantastic producers that we were able to pull this off and the very talented directors and photographers who are friends of Stink. On a personal note, it was lovely to receive all of these unique perspectives from people across the world. I am very thankful to everyone who was involved.”
This is the first piece of creative from Don’t Panic for WaterAid after winning the business at the beginning of January. Joe Wade, founding partner, Don’t Panic, said “WaterAid, Stink and ourselves were united in the belief that no-one needs to see yet another advert with slow tracking shots of empty streets – or anything to do with Zoom! Having banned some of the obvious tropes of our times, and having access to WaterAid’s wonderful footage from the field, we were freed and able to create a film that’s upbeat and vibes but still manages to have emotional resonance. From the beginning the creative team wanted to use LCD Soundsystem ‘Oh Baby’; it has a pace and energy that would complement and bring the film together. As luck would have it, the band united behind the cause and gave permission for the track to be used.”
CreditsClient WaterAid Agency Don’t Panic Joe Wade, managing director; Rick Dodds, creative partner; Ellie Moore, strategy & engagement partner; Jennifer Clare Houlihan, sr. project manager & producer; George McCallum, associate creative director; Alice Dowdall, creative; Luke Freeman, graphic designer. Production Stink Films A MrMr Film, director; Blake Powell, exec producer; Katie Lambert, Martha McGuirk, producers. Editorial Stitch Paul O’Reilly, editor; Angela Hart, producer; Sam Ellen, edit assist. Postproduction Electric Theatre Collective Oliver Whitworth, exec producer; Jason Wallis, colorist; Mikko Ruostila, VFX artist. Audio GCRS Aaron Taffel, sound designer; Molly Butcher, producer. Music SIREN Track: “Oh Baby”; LCD Sound System, artist; Sean Craigie-Atherton, music supervisor.
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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