Allstate Foundation’s Purple Purse 2017 campaign launches with a powerful new social experiment-based short film, Lost Purse, that provides the public with a look into the life of a domestic violence victim through a purse she’s left behind in a Lyft. “Lost Purse” was directed by Andrew Lane, the hidden camera expert, via Rival School Pictures.
The film, created by Leo Burnett Chicago and MSLGROUP Chicago, shows how real people respond when directly confronted with domestic violence and financial abuse. The participants’ reactions illustrate how we, as a society, think, talk and ultimately act when faced with this issue. By depicting real efforts to help a victim in need, viewers are encouraged to ask themselves, “What would I do in this situation?”
The Purple Purse initiative is partnered with tennis champion, entrepreneur and philanthropist Serena Williams.
Credits
Client The Allstate Foundation Agency MSLGROUP Chicago/Leo Burnett Britt Nolan, chief creative officer; Mikal Pittman, Jon Wyville, Dave Loew, EVPs, executive creative directors; Donna Foster, Kristen Schwanz, associate creative directors; Veronica Puc, head of production; Denis Giroux, group executive producer; Leah Karabenick, sr. producer; Alec Stern, music producer. Production Rival School Pictures Andrew Lane, director; James Blom, exec producer; Megan Donnelly, DP; Chris Lettley, producer. Editorial Whitehouse Post Matthew Wood, editor; Steve Kroodsma, assistant editor; Lauren Connolly, post producer. VFX & Color Filmworkers Jeff Altman, colorist; Jeff Charatz, VFX; Derek Goldsmith, post producer. Audio Another Country Tim Konn, exec producer; John Binder, sound engineer. Music Nylon Studios Lydia Davies, composer.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
