Director Adam Reid of content creation/production studio Bodega profiles a labor and delivery nurse in this two-minute piece for Lean Cuisine out of Grey New York, part of a docu-style campaign that represents a significant shift for the brand, steering away from the dieting messaging and instead focusing on maintaining a healthy lifestyle to feed the passions in people’s lives.
This piece (which includes a :30 TV spot lift) features Elizabeth Ryan, a spirited night nurse who brings her fervor for life to both her personal passions and career, riding a Harley while off the clock, and inspiring strength in soon-to-be mothers when at the hospital. She bounds through hospital hallways with a genuine excitement for bringing new life into the world and fuels herself with healthy eating. She notes that Lean Cuisine and ice cream are in abundance in the nurse’s lunch room.
Credits
Client Lean Cuisine Agency Grey New York Tor Myhren, worldwide chief creative officer; Andreas Dahlqvist, chief creative officer; Linda Mummiani, Caitlin Ewing, executive creative directors; Bennett McCarroll, executive VP/director of film production; Adam Seely, VP, executive producer; Suzie Davidson, associate producer. Production Bodega Adam Reid, director; Clint Goldman, exec producer; Michael Flexner, head of production; Rayna Saslove, line producer; Evan Jake Cohen, DP; Alex Pacion, production designer. Editorial Wildchild New York Deirdre Bell, editor. Audio VisionPost Dante Desole, audio. Music Human
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
