Let the games begin–except there’s not much to watch as we hear two commentators provide play by play of two guys wearing Kmart’s Joe Boxer Pajamas and sitting on the couch. They are couch potatoes indeed, quite a departure from the busy and bustling norm which has so many folks wearing some sort of fitness tracker on their wrist.
FCB Chicago instead conceived a campaign saluting the lazy, the tired, the apathetic, the inactive by introducing an Inactivity Tracker. It tracks your lack of movement. It then rewards and motivates you to do what you really want to be doing: absolutely nothing. Inactivity is as important as activity. Start keeping track of what you’re not doing.
This hourlong play-by-play, tongue-in-cheek account of couch athletes was directed by Tim Mason via Optimus.
Credits
Client Kmart/Joe Boxer Pajamas Agency FCB Chicago Todd Tilford, chief creative officer; Dan Fietsam, executive creative director; Michael Shirley, sr. VP, creative director; Thiago Cruz, Bruno Guimaraes, Gustavo Dorietto, Gabriel Schmitt, creative team; Matthaeus Frost, Jordan Sparrow, designers; Matt Everts, copywriter; John Bleeden, sr. VP, executive producer; Julie Regimand, sr. VP, director of productino operations; Ben Murphy, VP, director of digital development; John Skibicki, tech lead; Clint Ruch, associate director of technology; Chris Bing, director of broadcast production; Chris Wickman, sr. producer. Production Optimus Tim Mason, director.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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