Independent London-based agency Don’t Panic, and WaterAid, the U.K.’s dedicated water charity, have launched “WaterAid Can,” a campaign that highlights the role the international non-governmental organization plays in tackling the effects of climate change.
Today, some of the world’s poorest communities are living on the frontline of climate change. Severe floods and droughts are threatening people’s access to clean water and putting lives at risk; fragile water sources are being polluted or drying up. In an ever-changing climate, among the many threats we have to be concerned about, our access to water shouldn’t be one of them. Without clean water, decent sanitation and good hygiene, overcoming poverty is just a dream, as is good health. Of the 7.9 billion people in the world, one in 10 don’t have clean water close to home. By working with communities to build sustainable water systems that can withstand these extreme conditions, WaterAid and the communities they work with are helping build resilience to an uncertain future.
This “WaterAid Can” campaign film was directed by the award-winning photographer Olivia Rose who just joined the commercialmaking roster at Stink Rising. This public service piece, produced by Stink Films, is a series of quintessentially British portraits. Each individual delivers their part of the message, contextualized by the scene around them–from a young lad on Blackpool Beach talking about rising sea levels, to a real London cabbie talking about how WaterAid “can’t turn back the clock.” The film culminates in the younger generation telling us what WaterAid CAN do.
“It’s a really clever and brave way for WaterAid to present the campaign; leading with what you can’t do should feel like a total no go, but Rick (Dodds, creative partner) at Don’t Panic captured a real joy in the script whereby WaterAid openly admits to the things they can’t change, in order to draw us in, so they can educate us on what they can,” said Rose who added, “Pithy, British, heavily photographic and with a self-deprecating element, this was a chance to do some really good, simple, authentic filmmaking; interesting composition, authentic characters and emotion built through the edit. Climate change is real and if this commercial makes more people stop, think and support WaterAid, then I’m proud!”
The film is set to a track called “N.O.M.O.N.E.Y” by Dead Clever, an up-and-coming band from Leeds. The PSA was lensed on an Alexa Mini, but the final shot was captured by Rose and DP Nathalie Pitters on their iPhone 12Pros.
CreditsClient WaterAid Agency Don’t Panic, London Joe Wade, founder; Rick Dodds, creative partner; Ellie Moore, strategy & engagement partner; George McCallum, associate creative director; Jennifer Clare Houlihan, sr. project manager & producer; Luke Freeman, designer. Production Stink Films Olivia Rose, director; Hannah Bellil, global head of Stink Rising & Music Videos; India Lee Pulbrook, producer; Oli Falcon, production manager; Steven Armstrong, location manager; Nathalie Pitters, DP; Fin Sullivan, art director. Cast Rayyah McCaul, James Tweedy, Adam Kerr, Liam Kerr, Menyee Lai, Courtney Gabbidon, Risky Roadz Roony, Mark Wadsworth, Lynn Touil, Zane Igbe, Kara Sangha, Nosa Iyamu, KJ Evans. Editorial Stitch Max Windows, editor; Kirsty Oldfield, edit producer. Color ETC Jason Wallis, colorist; Oliver Whitworth, producer. Sound 750mph Music Louis Rayworth. Track: ”N.O.M.O.N.E.Y.” by Dead Clever
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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