Tomas Jonsgarden of Anonymous Content directed this campaign–the centerpiece of which is a web film–for Lenovo out of Saatchi & Saatchi New York. The short captures an elaborate plan that entails the shuttling of an Lenovo Idea Pad Ultrabook from one artisan/technologist to the next, enabling them to cause a power blackout throughout a city and then “seize the night.”
Credits
Agency: Saatchi & Saatchi/NY Con Williamson, chief creative officer; Brian Carley, executive creative director/sr. VP; Dave Hong, sr. art director; Lincoln Bohem, copywriter; Bruce Andreini, VP/executive producer; Kedma Brown, VP/director of integrated production; Tracy Sipka, integrated producer; Hillary Jackson, sr. art buyer; Ryan Fitch, music producer. Production Company: Anonymous Content Tomas Jonsg�rden, director; Jeff Baron, sr. exec producer; Magnus �kerstedt, producer; Sebastian Blenkov, DP; Lina Nordqvist, production designer; Angelica Tibblin Chen, stylist; Tuija Valen, hair & makeup. Editorial: Rock Paper Scissors Marcus Kryler, editor; Dan DeWinter, Mike Horan, assistant editors; Eve Kornblum, exec producer; Helena Lee, producer. Visual Effects: The Mill New York Jo Arghiris, exec producer; Lily Tilton, post producer; Martin Lazaro, Westley Sarokin, lead Flame; Keith Sullivan, Flame; Jade Kim, Flame assist; Dusty Diller, assistant; Wyatt Savarese, Laurent Giaume, CG; Fe
The Best Work You May Never See: Diamond, Director Mark Zibert “Finish It” For Terry Fox Foundation
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
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