Michel Gondry of Partizan directed this visual brand spot conceived by BBDO New York for FedEx, turning mundane overnight delivery into a magical experience–particularly magical for the happy recipients of toys and other shipped goodies.
E-commerce takes on a visually arresting dynamic as laptops fly like birds through the air, and toys parachute down onto the front porches of houses.
A voiceover relates, “What we do every night is like something out of a strange dream. Except that the next morning, it all makes sense.”
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Gianfranco Arena, Peter Kain, executive creative directors; Tom Kraemer, sr. creative director/copywriter; Dan Kenneally, creative director/art director; David Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Sofia Doktori, sr. content producer; Rani Vaz, head of music production. Production Partizan Michel Gondry, director; Shawn Kim, DP; Maxwell Orgell, production designer; Raffi Adlan, producer; Joseph DeBartolo, production manager. Editorial Exile Eric Zumbrunnen, editor; Christopher Fetsch, assistant editor. Post/VFX Method Studios Bennett Lieber, sr. producer; Doug Luka, VFX supervisor. Color Company 3 Tom Poole, colorist. Music Barking Owl Audio Post Sound Lounge Tom Jucarone, mixer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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