Fun and finance come together for the holidays with PNC Banks construction of the world’s first life-size bank branch made of real gingerbread. The PNC Gingerbread Branch was open to the public from December 4-6 at Penn’s Landing in Philadelphia and serves as home to this year’s PNC Christmas Price Index, an annual financial report that calculates the price of each gift in the classic carol “The Twelve Days of Christmas.”
Inside the Gingerbread branch, visitors learned about the gifts and their prices from 12 beautiful building columns meticulously crafted by expert pastry chefs at Bredenbeck’s Bakery in Philadelphia. Regular bank business was also conducted and services were rendered at the branch. For those who couldn’t visit in person, an augmented reality tour is available online.
The SHOOT ScreenWork entry for this sweet initiative is a behind-the-scenes “baking of” film that chronicles what it took to bring the Gingerbread Branch to fruition. The film was directed by Jeff Morgan via NY-based production house Steelhead.
Credits
Client The PNC Financial Services Group Agency Deutsch Kerry Keenan, chief creative officer; Jeremy Bernstein, group creative director; Alex Avis, sr. art director; Justin Lee, sr. copywriter; Aliza Adam, interactive design director; Brian Gartside, associate design director; Juan Carlos Pagan, design director; Lynne Yun, designer & illustrator; Alex Miller, interactive designer; Joe Calabrese, director of integrated production; Sarah Manna, director of art & experiential production; Suzanne Molinaro, director of digital production; Josh Deitel, integrated producer; Kamran Aslam, director of technology; Michael Nicosia, associate technology director; Jeff Denton, Ryan Moylan,k developers; Matt Severin, lead motion designer; Dan Machlin, lead experience architect; Priscilla Osredkar, UX designer; Charles Hailey, QA engineer; Clara Kim, director of project management; Jessica Yin, sr. social strategist; Gurbani Chadha, social content manager; Christina Diaz Borda, social copywriter; Katie Casares, social project manager. Event Production TH Productions, NYC Design Development & Fabrication Design Compendium, Brooklyn, NY Bakery Bredenbeck’s Bakery, Philadelphia Film Production Steelhead, NYC Jeff Morgan, director; Pete Slife, DP/editor; Aaron Schillinger, editor.
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.
