More than a third of road fatalities in Canada involve alcohol impairment. Crashes involving alcohol and/or drugs are the leading criminal cause of death in Canada, with an average of four Canadians killed in crashes involving alcohol and/or drugs every day.
With this in mind, Uber Canada in partnership with MADD Canada are launching a joint fundraising and awareness campaign to remind Canadians of the dangers and consequences of impaired driving.
The partnership campaign kicks off with the unveiling of this PSA directed by Adam Azimov of Skin and Bones Film Company for agency Zulu Alpha Kilo. With its overarching message—No mom should have motherhood taken away—this new PSA encourages viewers to consider how their decisions have a lasting impact on those closest to them. The spot follows a mother who’s lost her son to impaired driving. We travel through some of her most precious memories as she says goodbye to each special moment with her son. MADD Canada reminds viewers to make a responsible choice.
The PSA is partnered with an Uber-led fundraising initiative. Uber Canada in partnership with MADD Canada is encouraging Uber riders to thank the drivers who dedicated their time to getting them home safely. Together, the organizations have set the goal to raise up to $100,000 before the end of the year.
The PSA will air on national television throughout the holiday season. It’s being supported by a launch event celebrating drivers who spend their nights providing a safe ride home and will be promoted through direct communications to riders and drivers, in the Uber app, and on social media by Uber and MADD Canada.
Client Uber Canada/MADD Canada Agency Zulu Alpha Kilo, Toronto Zak Mroueh, creative director; Charline Fauche-Simon, art director; Angeline Parsons, writer; Revital Grunberg, Cherie O’Connor, Raquel Rose, producers; Jennifer Breton, Heather Segal, strategic planners. Production Skin and Bones Film Company, Toronto Adam Azimov, director; Tasha Litt, exec producer; Luke Bryant, line producer; Daniel Grant, DP. Casting Jigsaw Casting Shasta Lutz, casting director. Editorial Mitch Finn, editor. Postproduction Redlab Andy Hunter, compositor/online; Jason Zukowski, colorist. Audio Vapor RMW Brendan Quinn, Joey Serlin, audio directors; Danielle Lindy, music supervision; Kat Stewart, producer; Julian Rudd, engineer.
Brady Corbet Makes Commercial Directing Debut With Bloomberg Media Campaign Out Of W+K NY
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More