Agency 72andSunny created this music video for the Legacy Foundation’s truth campaign. Titled “Left Swipe Dat,” the video is a social attack on tobacco. Research has shown that people are more likely to “left swipe” you if you’re smoking in your profile picture.
To fight a social issue with social content, 72andSunny and truth wrote the song “Left Swipe Dat” along with a music video featuring multiple YouTube and Vine influencers. Through this initiative, 72andSunny is helping truth be social, as well as socially relevant, by creating content that resonates with young social media users.
The video features artists Becky G and Fifth Harmony and YouTube stars King Bach, Grace Helbig, Harley Morenstein, Anna Akana, Jimmy Tatro, Alphacat, Terrence J and Timothy DeLaGhetto.
Credits
Client Legacy Agency 72andSunny Glenn Cole, chief creative officer/partner; Mick DiMaria, Justin Hooper, group creative directors; Rebecca Ullman, writer; Sarah Herron, designer; Tom Dunlap, chief production officer; Sam Baerwald, director of film production; Marisa Wasser, sr. film producer; Esther Peris, film producer; Matt Johnson, group strategy director; Kasia Molenda, strategy director; Josh Hughes, strategist; Judson Whigham, group brand director. Production DNA Director X, director; David Naylor, partner; Missy Galanida, exec producer; Clark Johnson, producer; Omer Ganai, DP. Editorial Arcade Edit Nick Rondeau, Dean Miyahira, editors; Damian Stevens, EP/managing partner; Nicole Visram, exec producer; Kirsten Thon-Webb, post producer; Ryan Andrus, assistant. Post Timber Kevin Lau, Jonah Hall, creative directors; Chris Webb, exec producer; Damian Stevens, managing partner; Lauren Loftus, producer; Nick Hiegel, digital effects supervisor/Nuke; Miles Kinghorn, Lisa Tomei, Flame artists; Josh Bolin, Krystal Chinn, Nuke; Dylan Holden, roto/tracking. Post The Mill Gregory Reese, colorist; Thatcher Peterson, exec producer. Audio Post Lime Studios Dave Wagg, mixer; Jessica Locke, exec producer; Adam Primack, assistant mixer. Music Adam Schlesinger, composer. Music & Talent Supervision JASH Doug DeLuca, Daniel Kellison, Mickey Meyer, Ty Braswell, exec producers; Nick Veneroso, Celeste Hughey, producers.
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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