Maidenform’s “This Feels Right” campaign includes a video ad running at MySpace and a series of fashion and lifestyle sites created by The VIA Group, Portland, ME, and produced by Hatchling, Portsmouth, NH, that combines live action and animation to show a dog delivering a flower to a young woman wearing a Maidenform bra. The video was shot in Austin, TX, where the animated dog runs along city streets. The live action was shot with a Panasonic AJ-HDX 900 HD camera with animation done in Flash and completed in After Effects.
Credits
Agency: The VIA Group Greg Smith, chief creative officer; Ron Clayton, creative director; Steve LaChance, associate design director; Elli O’Connell, senior designer; Jon Roberts, senior art director; Jason McCurry, Bill Drew, copywriters Production Company: Hatchling J. Zachary Pike, director; Tristram Fowler, producer; Markus Constance, live action director; Eric Adkins, dp; Marc Dole, vfx supervisor/editor; Christopher Carrol, vfx compositor; Matt Ducharme, animator
Developed as part of the Ad Council’s partnership with the Office of National Drug Control Policy (ONDCP) and created pro bono by agency StrawberryFrog, this public service campaign underscores the vital role young people can play in reversing opioid overdoses by carrying naloxone (often branded as Narcan or ReVive).
Directed by Haya Waseem via production company Object & Animal, this “It’s Gotta Be You” PSA shows how a girl answers the call to help save another young person.
Raising awareness of opioid overdose reversal medications like naloxone is a critical way to empower young adults to save lives, as the presence of fentanyl in illicit drugs and in counterfeit pills continues to put countless lives at risk nationwide. Naloxone is available without a prescription in all 50 states and territories and can reverse an opioid overdose.
