Ralf Schmerberg of @radical.media directed this :60 which is an anthem to people looking to make a positive difference in life, following in the spirit of the Levi’s “Go Forth” campaigns of 2009 and 2010. This :60 centers on youths in Berlin, and made its debut on Facebook. Agency is Wieden+Kennedy, Portland, Ore.
Credits
Agency: Wieden+Kennedy | Portland Tyler Whisnand, Eric Baldwin, creative directors; Jeff Williams, creative director/art director; Antony Goldstein, copywriter; Julia Blackburn, art director; Sarah Shapiro, producer; Mark Fitzloff, Susan Hoffman, executive creative directors; Ben Grylewicz, executive producer. Production Company: @radical.media Ralf Schmerberg, director; Donna Portaro, exec producer; Munir Abbar, line producer; Daniel Gottschalk, DP. Editorial: Joint Editorial, Portland, Ore Tommy Harden, editor/sound designer; Ryan Shanholtzer, post producer; Patty Brebner, post exec producer. Visual Effects: Method Robert Owens, VFX exec producer; Claus Hansen, Flame artist; Ananda Reavis, VFX producer. Music: Search Party, New York Julianna Barwick, composer. Song: “Anjos” Audio: Eleven Jeff Payne, mixer.
NHS, M&C Saatchi UK and Director Fern Berresford Capture “That Feeling” For Early Detection Of Breast Cancer
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”
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