FedEx is pitching in to deliver the COVID vaccines, the first step to getting back to a semblance of life like before.
Hopeful for the future, BBDO New York–longtime creative agency for FedEx–created “Moving Forward” which captures the anticipation and moments that the delivery of the vaccines will enable. The film works backwards, reversing the life we’ve all missed, tracing it to FedEx and their efforts to deliver when it matters most.
The film is the first to bring to life the company’s new brand positioning, “Where now meets next.” Delivering vaccines was a key opportunity to highlight how FedEx is always innovating to stay ahead of its customers’ changing expectations.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Ketchum, Tom Godici, EVPs, executive creative directors; Greg Gerstner, SVP, sr. creative director; Banks Noel, VP, creative director; Karen D’Souza, Rich Fiset, associate creative directors; Alex Gianni, SVP, group executive producer; Julia Millison, sr. music producer; Jessica Nugent, SVP, production services director; Zach Kula, VP, group planning director; Alexandra Britt, sr. planner. Editorial Friendshop! Ben Suenaga, editor/partner; Michael Distelkamp, editor; Melissa Mapes, managing director; Laura Shackleford, producer; Molly Gandor, assistant editor. Telecine Color Collective Alex Bickel, telecine artist; Alex Jimenez, color assist; Claudia Guevara, producer. Conform/Finish Friendshop! Mario Casetta, conform Flame; Laura Shackleford, producer. Graphic Design Friendshop! Rebecca Bolde, motion graphics. Music Halo Music and Sound Seth Olinsky, composer; Peter Gannon, producer; Gus Koven, sound design. Mix & Record Company Sound Lounge Tom Jucarone, engineer; Lauren Mullen, producer.
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
