Captain Morgan Canada’s latest ad “Thumbs” is all about trading screen time for quality time. It’s about bringing back the fun of real-life hangouts and celebrating the unforgettable moments you have with your crew.
So, take back control of your thumb, meet up with your buddies and raise an ice-cold glass of Captain and Cola. It’s all encapsulated in the mantra “less scroll, more vibes.”
Keith Schofield of production house Caviar directed “Thumbs” for agency Anomaly.
Client Diageo Brand Captain Morgan Canada Agency Anomaly Joe Corcoran, executive creative director; Tony Roberts, Louis Jopling, creatives; Francesca Roberts, producer. Production Caviar Keith Schofield, director; Nisha Mullea, exec producer; Jude Veermeulen, producer; Damien Acevedo, DP; Tara Garnell, drinks stylist; Julian Zerressen, drink stylist assistant; Anouska Ryan, nail artist. Editorial Marshall Street Editors Patric Ryan, editor. VFX No.8 Simon Downie, producer. Color No.8 Matt Turner, colorist; Simon Downie, producer. Sound Design 750mph Lucas Trigg, sound designer; Aishah Amodu, Kristen Troy, sound producers.
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
