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
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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