Nike is launching an effort called #betterforit to inspire women to be active, take on new challenges and conquer personal goals. Conceived by Wieden+Kennedy, Portland, Ore., the initiative is designed to capture the voice of women today, addressing sport and fitness with a lighthearted tone and humor through a series of short films, the first of which is “Inner Thoughts” directed by Matthew Frost of production house Iconoclast.
“Inner Thoughts” debuted Sunday night during the MTV Music Awards.
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, Dan Viens, creative directors; Heather Ryder, Darcie Burrell, copywriters; Patty Orlando, art director; Molly Tait, Julie Gursha, producers; Matt Hunnicutt, executive producer; Jocelin Shalom, interactive strategy; Tom Suharto, Irina Tone, strategic planning; Mark Fitzloff, Joe Staples, executive creative directors. Production Iconoclast Matthew Frost, director; Charles-Marie Anthonioz, exec producer; Caroline Pham, line producer; Darren Lew, Joost Van Gelder, DPs. Editorial Rock Paper Scissors Angus Wall, editor; Jared Thomas, post producer; Angela Dorian, post exec producer. VFX a52 Jesse Monsour, VFX supervisor; Brendan Crockett, Matt Sousa, Steve Wolf, Dan Ellis, Richard Hirst, Flame artists; Jamie McBriety, VFX producer; Paul Yacono, color. Music/Sound Design Nylon Studios, music supervision; Apollo 100, artist; Track: “Joy”; Barking Owl, sound design. Audio Post Lime Studios Matt Miller, Dave Wagg, mixers; Jessica Locke, Susie Boyajan, producers.
Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA--directed by Alex Fischman Cardenas via Greenpoint Pictures--which underscores the power and importance of listening to your loved ones.
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