Kids love their stuffed animals to pieces. Literally. And that makes those stuffed animals pretty gross. In fact, 80% of them are covered in harmful bacteria. Lysol wants to help bring these teddies back to life via this initiative from McCann New York.
The brand is launching Teddy Repair, a program to help fix and disinfect kids’ tattered and germy stuffed animals. Parents can apply online for their stuffed animal to be part of the program. Lysol will select the 500 bears in need of the most care to be admitted to Teddy Repair. Those stuffed animals will then be repaired by our team of expert menders and washed and sanitized with Lysol Laundry Sanitizer – which, unlike regular detergents, actually kills bacteria.
And because kids have such strong attachments to their teddies, Lysol will allow children to follow their stuffed animal’s entire journey on their parents’ phones. Every stuffed animal will be outfitted with a tracking bracelet. Each time it moves to a different step in the process, the bracelet will be scanned and a photo of the teddy will be taken. Parents will get a personalized text message updating them on Teddy’s progress.
After the stuffed animals have been mended and sanitized, they will be carefully packaged and sent back to kids, helping parents protect the special bond that exists between their children and their furry friends.
Credits
Client Reckitt Benckiser/Lysol Agency McCann NY Eric Silver, chief creative officer, North America; Thomas Murphy, Sean Bryan co-chief creative officers; Maru Kopelowicz, EVP, executive creative director; Tyler Gonerka, Emily Salas, associate creative directors; David Mashburn, George Katz, co-design directors; Grace Schottelkotte, designer; Nir Refuah, executive technology creative director; Craig Bishop, sr. art director; Emily Alek, jr. copywriter; Sarah Watson, EVP, global strategy director; Justin Ballheim, VP, strategy director; Jordan Berger, social strategy director; Ellie Frame, strategist; Nathy Aviram, chief production officer; Christine Lane, SVP, executive producer, innovation; Chance Bassett, VP, executive producer; Mihae Mukaida, sr. innovation producer; Erik Kroha, VP, director of technology; DJ BunnyEars, SVP, executive integrated music producer. Production McCann NY Eric Perini, sr. content creator; Brett Berman, Aude Cuenod, original content creators. Editorial Craft NY Lia Kastrinakis, Matt Ranson, editors; Will Kaplan, producer. Technical Design Your Majesty Co. Kristofer Forsell, technical director & partner; Lotte Peters, associate creative director; Jennifer Pereira, digital producer; Dodi Raditya, technical lead.
Dancer turned director Ezra Hurwitz collaborates with Ailey II artistic director Francesca Harper, featuring movement as museum pieces against the Whitney Museum of American Art’s striking architecture for this short film titled Echoes of Ailey. Commissioned to celebrate “Edges of Ailey” at the Whitney Museum, the film accompanies the first large-scale exhibition on the life and enduring legacy of visionary artist and choreographer Alvin Ailey. “Edges of Ailey” is currently on view at the Whitney until February 9.
Animating iconic images from Alvin Ailey’s 20th-century repertory, the film expands on the exhibition by constructing a visual narrative around his storytelling and influences. Set to Radiohead’s “Everything In Its Right Place,” dancers from the Alvin Ailey American Dance Theater, Ailey II, and The Ailey School capture the emotional core of the company’s history--physically situating Ailey’s masterworks amongst the Whitney’s collection.
“As a child, my grandmother took me to Ailey’s Revelations once a year,” said Hurwitz. “No matter how often I saw it, the work captivated me. There isn’t one specific thing I hope viewers take away from the film--or one way to interpret its images. It’s meant to be an abstract work, like Ailey’s creations.”
Turning to his archive, Hurwitz and Harper illuminate key sequences symbolic of Ailey’s profound legacy, closing on an uninterrupted sequence from "I’ve Been Buked," the opening movement of Ailey’s legendary "Revelations." Carrying a watershed moment back to its own medium, Echoes of Ailey captures the multigenerational impact of Ailey’s work, continued by his organization. The short film first premiered on Nowness.
