People play in the water on the beach as a voiceover shares poetry that evokes the soul of the sea with highly saturated, almost hypnotic, slow-motion images of a bay scene with the tide rolling in. This life-affirming slice of life shows the connection between people and the ocean.
A super appears which reads, “Help defend the soul of LA,” after which appears the Heal the Bay logo and a call to donate at healthebay.org. A Los Angeles area non-profit organization, Heal the Bay protects the bays through advocacy and community engagement. Titled “We Are Happy,” this spot is part of a campaign from McGann/Zhang which served as agency and production house. Geoff McGann was director/creative director/copywriter.
The campaign, which includes several other online spots as well as social media elements, coincides with Heal the Bay’s 30th anniversary.
