This video reflects the fact that “fabulous lips are those that have something powerful to say,” underscoring the importance of women’s voices.
Bianca Giaever of m ss ng p eces directed this video for Soap & Glory out of agency DAVID Miami, with experiential design by Yehuda Duenyas.
For every post shared using #MoreThanLips, Soap & Glory will donate $5 (up to $20,000) to She Should Run, a national organization that is working to increase the number of women running for elected office.
Client Soap & Glory Agency DAVID Miami Anselmo Ramos, chief creative officer; Tony Kalathara, creative director; Juan Pena, associate creative director/copywriter; Ricardo Casal, associate creative director/art director; Melusi Mhlungu, copywriter; Richard Cruz, art director; Veronica Beach, head of global production; Kelly Allen, Octavio Luna, producers; Paulo Fogaca, managing director Production m ss ng p eces Bianca Giaever, director; Yehuda Duenyas, experiential director; Ari Kuschnir, Kate Oppenheim, Brian Latt, managing partners; Edward Grann, Dave Saltzman, exec producers; Rebecca Davis, head of production; Matthew Ayriss, producer; Ava Berkovsky, DP. Editorial Cosmo Street Julie Kravitz Gannon, editor; Habib Semaan, assistant editor; Idalia Deshon, producer; Yvette Cobarrubias-Sears, exec producer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
