This new campaign from Halo Top dessert treats is a fun and quirky reminder that while there are varied priorities in life, it is perfectly healthy–and encouraged–to set aside some obligations to put yourself first. Agency Wolfgang came up with two spots, including this one in which a man is enjoying Halo Top while running on a treadmill. But a camera reveals that the treadmill is on top of other indulgences which also make the man happy.
Ulf Johansson of production company Smith & Jones directed this work which highlights precariously stacked priorities capped with the ultimate serenity of better-for-you frozen dessert, reminding consumers that the best self-care is whatever brings you a measure of happiness.
Credits
Client Halo Top Agency Wolfgang Production Company Smith & Jones Ulf Johansson, director. Editorial The Quarry VFX & Color The Mill Sound Design & Mixing Overcoast Music + Sound
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
