The maintenance capabilities of truck rental, supply chain and fleet management company Ryder are highlighted in this “Project Rebirth” campaign created by CP+B, Miami.
A state-of-the-art truck is put through a gauntlet of destruction inspired by the most thrilling action movies, ending with the final blow of a two ton wrecking ball. After the destruction, the truck was taken to a Ryder service facility where a team of technicians is given 24 hours to fix it. They accomplish the task in a little over 16 hours, proving how Ryder’s teams are ready to solve just about any problem.
Credits
Client Ryder Agency CP+B, Miami Gustavo Sarkis, executive creative director; Matt Davis, Daniel Pradilla, Alvaro Ramos and Jeff Siegel, associate creative directors; Julie Vosburgh, sr. integrated producer. Production Bandito Brothers, Los Angeles Greg Baldi, director; Ryan Slavin, exec producer; Vince Terrazzino, line producer. Production Bankrupt Films, Los angeles Elliot Dillman, director; Rob DeBakey, exec producer; Nicholas Piatnik, DP. Production PLUS Productions, Santa Monica, Calif. Postproduction Method Studios, Santa Monica Editorial PLUS Productions Max Bohichik, editor; Ryan Simpson, assistant editor. Music JSM NY Joel Simon, executive integrated music producer; Mark Petrie, Andrew Prahlow, composers; audiomachine, artist
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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