The centerpiece of the McCann New York campaign promoting the New York Lottery’s new scratch-off game called BACON! is this spot titled “Early Riser.” Directed by Conor Byrne from m ss ng p eces, it tells the story of a New Yorker who is magically awoken and carried through the air, out of his home, and through the streets by a mouthwatering aroma. Spoiler alert, it’s Bacon!
The commercial was shot all in-camera both in studio and on location in New York, using a specialized rig to ensure the hero character was always being led by his nose towards the source of that sweet bacon smell.
Credits
Client New York Lottery Agency McCann New York Sean Bryan, Tom Murphy, North American chief creative officers; Mat Bisher, EVP, executive creative director; Jason Ashlock, Dominick Baccollo, SVPs, group creative directors; Noah Benezra, sr. writer; Antony Rush, sr. art director; Nathy Aviram, chief production officer; Aaron Kovan, EVP, chief production officer NY; Donna McCracken, SVP, executive producer; Chance Bassett, VP, executive producer; Katie Boyko, sr. producer; Kelly Krincek, jr. producer; Eric Johnson, SVP, executive music producer; Laura Frank, SVP, group strategy director; Emily Brown, VP, strategy director; Grace Freeman, sr. social strategist; Rebecca Krevat, social strategist. Production Company m ss ng p eces Conor Byrne, director; Tyler Byrne, producer; Ari Kuschnir, managing partner, founder; Kate Oppenheim, Brian Latt, managing partners; Dave Saltzman, exec producer, partner; Edward Grann, exec producer; Rebecca Davis, head of production. Editorial Cosmo Street Craig Deardorff, editor; Maura Woodward, exec producer; Anne Lai, head of production; Amanda Slamin, sr. producer. Audio Post Sound Lounge Rob Sayers, mixer. VFX Ntropic Veronica Ware, head of production; Sarah Steinbach, VFX producer; Charles Quinn, VFX supervisor, lead compositor; Ariana Kolitsopoulos, Ralph Scaglione, compositors; Bjorn Ahlstedt, FX, motion; Will Mok, color exec producer. Music “Kitten Love,” song; Pets & Compagnie, album; APM Music; Julien Vega, composer; Cezame Metro Park, publishing
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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