Noam Murro of Biscuit Filmworks directed this video, titled “Free Range,” depicting a daring chicken who escapes from its coup in the search for a more fulfilling and rewarding “Free Range” lifestyle.
Running freely across fields and overcoming a number of obstacles that get in its way, the chicken embraces life in the quest for something better, paralleling Reebok’s approach to fitness and offering encouragement for people to embrace a new path to healthy, fitness-promoting physical activity. We finally discover why the chicken decided to cross the road.
Video is part of an integrated campaign from Venables Bell & Partners.
Credits
Client Reebok Agency Venables Bell & Partners Paul Venables, Will McGinness, executive creative directors; Tom Scharpf, Erich Pfeifer, creative directors; Eric Boyd, associate creative director; Byron Del Rosario, art director; Meredith Karr, Allan Eakin, copywriters; Craig Allen, director of integrated production; Michael Davidson, head of strategy; Jake Bayham, sr. brand strategist. Production Biscuit Noam Murro, director; Simon Duggan, DP; Shawn Lacy, Colleen O’Donnell, exec producers; Jay Veal, line producer. Editorial Rock Paper Scissors Stewart Reeves, editor. VFX a52 Heather Johann, VFX producer. Sound Design/Audio 740 Sound Design Rommel Molina, sound designer. Music Elias Arts
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.
