Kodansha, a publisher spanning magazines, novels, manga and anime, has initiated its first brand campaign via New York agency Gretel.
The effort includes this spot, “Taking Flight,” directed by Juan Cabral of MJZ, driven by an original piece of music from duotone audio group designed to capture the spirit of writing, reading and discovering exceptional pieces of media and art.
Client Kodansha Agency Gretel, New York Greg Hahn, principal & founder; Ryan Moore, executive creative director & partner; Sue Murphy, creative director; Josh Engmann, art director; Thomas Kemeny, copywriter; Nicole Schofield, producer. Production MJZ, bicoastal/international Juan Cabral, director; David Zander, president/exec producer; Emma Wilcockson, exec producer; Natalia Mussolana, line producer; Leandro Filloy, DP; Sebastian Orgambide, production designer. Production Services Labhouse (Argentina) Editorial Emiliano Fardaus, editor; Daniel Prync, assistant editor; Julieta Fernandez Castagnino, post producer. Music/Sound duotone audio group, bicoastal Peter Nashel, creative director/founder; Landon Knoblock, composer; Ross Hopman, executive music producer; Giovanni Lobato, sr. music producer Sound Design LSD, Santa Monica, Calif. Rohan Young, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, mixer.
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.
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