“Second Chances” gives drivers who commit traffic violations a “second chance” as thanks for being registered organ donors and giving fellow citizens a second chance at life. Created for Donate Life California, “Second Chances” premiered with three police departments: Fullerton and Placentia, California and the campus of Cal State Fullerton. The program launched in April, national Donate Life Month in the U.S., and was also extended to Calgary, Canada, creating a road map for other departments around the world to replicate and implement similar organ donation programs.
Agencies behind the campaign promoting the initiative were Cassanova//McCann, McCann New York and McCann Canada.
Credits
Clients Donate Life California, Canadian Transplant Association, CSUF Police Department, Fullerton Police Department, Placentia Police Department. Agencies Casanova//McCann Ingrid Otero Smart, president/CEO; Elias Weinstock, EVP, chief creative officer; Marco Munoz, executive creative director; Fernando Poblete, creative director; Francisco Rojas, associate creative director; Christian Mondragon, sr. copywriter; Kristen Scharf, copywriter; Roman Gonzalez, sr. art director; Humberto Rodriguez, director of broadcast production; Flor Castaneda, producer; Caitlyn Thompson, associate producer; Nano Recondo (Voltron), editor; Jonathan Lackey, digital operations director; Eric Wang, jr. content creator. McCann New York Eric Silver, chief creative officer, North America; Nir Refuah, executive technology creative director; Nathy Aviram, chief production officer; Dave Herman, SVP, executive producer; George Katz, co-design director; Eric Perin, director/DP; Erik Kroha, VP director of technology; Peter Gallo, SVP, director of user experience. McCann Canada Josh Stein, executive creative director; Jacqueline Bellmore, executive producer; Olia Dallimore, producer. Production Craft Studios New York Karen Hannegan, exec producer; Ilysa Katsap, editor. Circle Productions Rob Turner, director/DP; Karen Tameanko, exec producer. D’avant-Garde Media Francisco Pugliese, director. 4K Aaron Bernakevitch, CEO, producer; Justin Ross, sound; Phil Harrison, first AC. Music JSM Music Editorial Saints Editorial Michelle Rich, exec producer; Mark Paiva, editor.
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
