In the latest take on New York Lottery’s “How Would You Spend It?” campaign from McCann New York, “Small Town” builds off of the original concept of showing how one New Yorker would spend his time if he won Cash4Life’s top prize of $1,000 a week for life.
Directed by Noam Murro of Biscuit Filmworks, “Small Town” features actual miniature buildings and props to tell the story of how one lucky winner uses his newly afforded time to revisit a childhood hobby.
The spot will be featured across New York State broadcast TV, as well as in cinemas and social media.
Credits
Client New York Lottery Agency McCann New York Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, chief creative officers, NY; Mat Bisher, Dan Donovan, executive creative directors; Jason Ashlock, Dominick Baccollo, creative directors; Johan Leandersson, sr. art director; Andy Sciamanna, sr. copywriter; Nathy Aviram, chief production officer; Chance Bassett, VP, sr. producer; Eric David Johnson, SVP, executive music producer; Dan Gross, music producer; Courtney Snead, project manager; Laura Frank, VP, strategy director. Production Biscuit Filmworks Noam Murro, director; Jeff McDougall, exec producer; Charlotte Woodhead, producer. Editorial Work Editorial Neil Smith, editor; Theo Mercado, assistant editor; Erica Thompson, exec producer; Christopher Delarenal, producer. VFX/Animation MPC NY Camila De Biaggi, managing director; Elissa Norman, sr. producer; Alvin Cruz, creative director/VFX supervisor; Marcus Wood, 2D/3D lead; Renato Carone, Michael Glen, Steinar Nedrebø, Amit Shukla, Manu PS, Joslin Job Mathew, Sriram P, Suhas Bjat, R Vignesh, Priyanka Day, 2D team; Suhas Bhat, Sindhuja B, Sravan Kumar, Sreenivasa Aditya Yanamalachintala, Elangovan Ganeshan, 3D team (Toolbox: Flame, Nuke, Maya) Telecine Company 3 Tom Poole, colorist. Music Future Perfect Victor Magro, composer; John Connolly, producer. Audio Mix Heard City Phil Loeb, mixer.
Tommy’s, the U.K. pregnancy and baby charity, has unveiled a campaign to raise awareness of the charity’s groundbreaking research to tackle miscarriage and baby loss.
Created with Special London, this is the first work from a new brand strategy and creative platform developed for the charity. The TV and out-of-home campaign uses the shadows and reflections of children at play, set against everyday landscapes. In each execution one child, however, is projected alone, ultimately illustrating the lifelong impact of baby loss.
Inspired by conversations with bereaved adults across the U.K., the campaign is a stark reminder of the preciousness of life and the long-term effect of living with loss. The powerful visuals evoke the profound sense of absence and unrealized potential that people live with after losing a baby.
Half of all UK adults have experienced baby loss or know someone who has. These statistics underscore the widespread nature of baby loss in the U.K.
Directed by Jackie Bao via Biscuit Filmworks, this spot features the reflections of a child in water, with a parent calling out as the youngster plays in puddles.
Special’s chief creative officer David Day, said, “Like a lot of people, I didn’t realize how much pregnancy loss touches so many of us. In fact it’s so prevalent it’s become normalized and those affected are made to feel like it’s just one of those things that happens; which has led to expectant mothers and partners having to deal with such hurt alone. That’s why Tommy’s exists, to give a voice, support and through research change our perception to make pregnancy loss less of the norm.
“It’s a delicate subject and raising awareness needs an equally delicate touch,” continued Day.... Read More
