Agency BSSP created Blue Shield of California’s “More Than A Color” campaign, which includes this centerpiece black-and-white :60 showing us the positive meaning of “Blue.” Identified as “Blue” are progressive actions and developments brought about by people in response to–and often in the face of–adversity and negative circumstances. The emerging good includes inclusiveness, tolerance, building of communities, and health-promoting behavior.
Britton Caillouette of Farm League directed this spot as well as BTS short films which tell individual stories.
Credits
Client Blue Shield of California Agency BSSP, Sausalito, Calif. Matthew Curry, chief creative officer; Sinan Dagli, creative director; Justin Hargraves, Ralf De Hower, Chris Cavalier, associate creative directors; Erin Ridgeway, sr. copywriter; Alex Anderson, sr. art director; Vince Genovese, executive director integrated production; Grace Lazarus, integrated producer. Production Farm League Britton Caillouette, director; Tim Lynch, exec producer; Jeff Tanner, producer. Postproduction Cleaver Nico Litonjua, editor, director of content; Fearghal O’Dea, post producer. Music South Music Ignacio Zas, Britt Fredensburg, producers; Robin Holden, Jon Darling, Dan Pritikin, composers.
“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
