The “Good Things Come To Those Who Don’t Wait” campaign for The Wall Street Journal kicks off with “The Runner,” a film airing nationwide on TV, cinema, social and online, that depicts a woman who from birth has never stopped moving, driven by her ambition. It’s this ambition that WSJ readers possess which is fueled by the business news and insights they receive from the Journal every day. The film is designed to inspire a new generation of WSJ readers and future leaders.
The spot was directed by Ellen Kuras of The Corner Shop for agency The&Partnership.
A Journal reader herself, Kuras was keen to ensure that the female protagonist felt authentic, likable, relatable and inspiring.
Credits
Client The Wall Street Journal Suzy Watford, CMO; Paul Plumeri, marketing director. Agency The&Partnership Wilfred Boudreau, chief creative officer; Natasha Maasri, creative director; Arrie Hurd, art director; Mike Lin, copywriter; Shobha Sairam, chief strategy officer; Kevin Wilson, head of production. Production The Corner Shop Ellen Kuras, director; Ryley Brown, DP; Anna Hashmi, exec producer; Adam Wilson, art director; Suzie Greene Tedesco, line producer. Editorial Work Editorial NY Bill Smedley, editor; Winter Brihn, assistant editor; Erica Thompson, exec producer; Chris Delarenal, producer. Postproduction MPC NY Adrian Seery, colorist; Dani Zeitlin, exec producer; Catherine Fischer, associate producer. Music MAS, Music and Strategy.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
