This spot advances an initiative by LifeWTR to give exposure to artists whose work might otherwise go unseen due to their race, gender or sexual orientation. Titled “Life Unseen,” the ad is directed by Child of L.A.-based production company Color Creative for agency Direct Focus.
Music/sound house was Yessian Music.
Credits
Client LifeWTR Agency Direct Focus, Stamford, CT Scarlett Montanaro, creative director; Allie Mercurio, producer. Production Color Creative, Los Angeles Child, director. Editorial Wild Child Richard Cooperman, editor. Music/Sound Yessian Music, Detroit & New York Jacob Steele, Sita Steele, composers; Jeff Dittenber, Weston Fonger, sound designer; Michael Yessian, exec producer; Lars Makie, producer; Brian Yessian, creative director. Audio Post Vinyl Mix, New York Weston Fonger, mixer; Angelina Powers, sr. producer
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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