While the life insurance company Modern Woodmen was founded in 1883 around the fraternal pioneering spirit, the new “Campfire Stories” campaign from advertising agency Cronin honors the real pioneers of today–moms. Cronin tapped into the contrast of modern culture and old-school values to break through the clutter. The anthem spot, directed by O Positive’s Brian Billow, features iconic characters–Pioneer and Cookie–as companions to a busy, hard-working mom who’s the hero of the story.
This campaign is the brand’s first in over 140 years. Billow, who’s an alum of SHOOT’s 2008 New Directors Showcase, said, “I loved the scripts as soon as I saw them. It’s a smart idea visually juxtaposing the pioneering spirit of Modern Woodmen’s history with a modern woman’s busy life to make a point about life insurance in a fun and relatable way.”
Credits
Client Modern Woodmen Agency Cronin Lester Ayala, SVP/head of production; Paul Catanese, executive creative director/copywriter; Scott Kaplan, Josh Gold, copywriters; Vlad Ivangorodsky, Margot Belyea, art directors; Jodi Ciarleglio, producer. Production Company O Positive Brian Billow, director; Ralph Laucella, Marc Grill, exec producers; Adriana Cebada Mora, producer; Paul Cameron, DP; Kevin Bird, production designer; Laura Eckert, costume designer. Editorial MackCut Ryan Steele, editor; Gina Pagano, exec producer. Post/VFX Parliament Eric Mason, VFX supervisor; Lexi Stearn, exec producer. Color Company 3 Stefan Sonnenfeld, colorist. Music/Sound APM Music
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
