To celebrate National Single Parent’s Day (3/21), Angel Soft launched a new video featuring the stories of three single parents and their daily struggles, sacrifices and triumphs. It culminates with a granted wish to help make their everyday lives a little easier (ie: paying rent, school or childcare for a year).
This is part of the larger “Be Soft. Be Strong.” campaign from Deutsch and is supported by social, digital and advertising activations to help build awareness for National Single Parent Day. The short was directed by Eric Kaufman of Steelhead.
Credits
Client Georgia Pacific/Angel Soft Agency Deutsch Pete Favat, chief creative officer, North America; Winston Binch, chief digital officer; Karen Costello, executive creative director; Melissa Langston-Wood, creative director; Ashley Milhollin, copywriter; Dan Rosenberg, art director; Vic Palumbo, director of integrated production; Jesse Ferguson, sr. integrated producer; Eryk Rich, music supervisor; Chase Butters, sr. audio producer. Production Steelhead Eric Kaufman, director; Ted Markovic, exec producer; Chris Fox, line producer. Editorial Steelhead Anthony Bernard, editor; HJ Chong, assistant editor; Ted Markovic, exec producer; Chelsea Bassler, associate producer. Licensed/Composed Music Song: “Elective Affinities” Matthew Abeysekera, composer. Publisher Score A Score Jordan Passman, creative director; Jake Weinreb, exec producer; Cian Favat, sr. producer. Audio Post Steelhead Drake Dixon, mixer
Directed by Steve Rogers via production house Revolver, this 90-second Christmas film for Aussie telecommunications company Telstra--created by agency Bear Meets Eagle On Fire in tandem with +61--tells the story of an accidental singing superstar, Little Donkey, who goes on a whirlwind tour across the world. But eventually stardom isn't all it's cracked up to be as Little Donkey misses its family at holiday time.
“We wanted to tell a Christmas story without falling into the holiday cliches. Hopefully the heart of this rings true and people get a bit of giggle along the way,” said Micah Walker, chief creative officer at Bear Meets Eagle On Fire.
Blake Crosbie, managing director of +61, said, “It’s a charming story that is so true of Christmas and so naturally adds to our brand idea ‘Wherever We Go’.”
