Partnership to End Addiction has launched a campaign emphasizing the importance of personal connection in addressing our nation’s drug and alcohol addiction crisis. The “Start with Connection” campaign from agency DiMassimo Goldstein features a 3D-animated series of ads, including this piece in which parents are urged to reduce the emotional distance between them and their kids as a means to help combat substance abuse. The public service work is driven in part by the song “Salt and the Sea” by twice Grammy-nominated band The Lumineers.
“The loneliness and isolation of the pandemic are exacerbating the addiction crisis at an alarming rate,” said Emily Moyer, chief marketing officer at Partnership to End Addiction. “While everyone is talking about physical distancing and wearing masks, we are encouraging family members to begin closing emotional distance in the home.”
Bonfire served as the VFX and animation studio.
Credits
Client Partnership to End Addiction Agency DiMassimo Goldstein Mark DiMassimo, creative chief; Paul Fix, executive creative director; Chris Martin, creative director; Claudia Mark, head of design/creative director; Katheryn Renfroe, associate creative director/art director; Trevor Hickey, associate creative director/writer; Ernest Chan, jr. art director; Matt Peters, associate design director; Karen Tomlin, director of integrated production; Quentin Webb, studio director. VFX Bonfire, New York Aron Baxter, creative director; Brendan O’Neill, co-creative director; Jason Mayo, managing director; Tierney Farrell, sr. producer. CG Partner (Juice) Hanna Czyzewski, art director; Jakub Wrzalik, supervisor; Olga Rabiecka, producer. (Toolbox: Unreal, Quixel, Megascans, Maya, Flame, After Effects, Premier Pro, Photoshop, Illustrator) Music Supervision & Sound Design JSM Music Joel Simon, chief creative officer/CEO; Jeff Fiorello, VP/exec producer; Nathan Kil, sound design. Music “Salt and the Sea” by The Lumineers
Women athletes can’t stand out--or so they’re told. They can’t have an attitude. Can’t deliver. Can’t fill a stadium. They can’t speak up, flex or make demands. And they can’t show off or break records.
Nike has a dramatically different perspective, offering a call to athletes across the globe: Do it anyway--and redefine the expectations of sport along the way.
Together with Nike, Wieden+Kennedy Portland unveiled a :60 anthem, “So Win” during Super Bowl LIX--the brand’s first time back in the Big Game since 1998. The work speaks directly to athletes who win, lead and dominate despite constantly being told how they should act, what they can’t do, and who they can’t be.
Voiced by Doechii and directed by Kim Gehrig of production company Somesuch, the campaign highlights the driving story of today: the outstanding rise of women athletes. From record-breaking viewership to sold-out stadiums, women’s sport isn’t just growing--it’s created an undeniable energy that’s expanded the athletic landscape, showing a new picture of achievement and strength that reflects the power, skill and promise of these athletes putting in the work.
Sabrina Ionescu, Jordan Chiles, Caitlin Clark, Sha’Carri Richardson, A’ja Wilson, Sophia Wilson and several others from Nike’s iconic roster of athletes encourage everyone to block out the noise, dig in and let their hard work speak for itself.
Through “So Win,” Nike’s stance is clear: There’s nothing wrong with wanting to be the best. Demonstrated through their everyday expression of confidence and their groundbreaking achievement in sport, these athletes prove what’s possible when you embrace your full power.
