Through its relationship with LVMH, Droga5 NY started working on a project for one of that client’s latest brands, Clos19.
Clos19 is a new online lifestyle retail platform, offering exceptional services, products and experiences from the champagnes, wines and spirits “world” of LVMH.
Kicking off Droga5’s “Bring Them In” marketing campaign marking the expansion of the Clos19 platform into the American market is this short film directed by Mike Mills via production house MJZ. Mills was nominated this year for a Best Original Screenplay nomination for 20th Century Women, which he also directed.
The premise for the “Bring Them In” campaign draws from the consumer insight that there has been a fundamental shift in the way people are purchasing and drinking today. E-commerce had been dominating growth in off-trade sales, while a new generation of younger consumers increasingly preferred to stay in on nights and weekends, reserving their spare time for more intimate and meaningful gatherings.
Through strategic analysis of the broader champagnes, wines, spirits and experiences category, Droga5 discovered that this desire is at odds with the world of carefully crafted online personas and instant friendships conjured by right swipes on our phones, where little room is left to nurture real, time-tested friendships. As a brand that aims to inspire the art of hosting and intimate get-togethers between friends, Clos19 was positioned to address this unanswered need.
Credits
Client Clos19 Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Alexander Nowak, executive creative director; Adrian Chan, sr. art director; Michael Lopez, sr. copywriter; Mariana Oliveira, copywriter; Joaquin Salim, art director; Rich Greco, design director; Alison Lee, jr. designer; Sally-Ann Dale, chief creation officer; Jesse Brihn, Bruyan Litman, co-directors of film production; Ruben Mercadal, associate director, film producer; Anders Hedberg, executive producer, film; Jamil McGinnis, film producer; Justin Durazzo, Tasha Cronin, co-directors of interactive/experiential; Alyssa Cashman, producer, interactive; Mike Ladman, music supervisor. Production MJZ Mike Mills, director; David Zander, president; Emma Wilcockson, exec producer; Youree Henley, producer; Evan Prosofsky, DP; Victoria Morris, production designer; Shirley Kurata, wardrobe stylist; Holly Vesecky, floral designer. Editorial Rock Paper Scissors Olivier Bouge Coutte, editor; Michael Shugarman, assistant editor; Eve Kornblum, exec producer; Jenny Greenfield, producer. Postproduction a52 Kim Christensen, exec producer; Drew Rissman, producer. Music Roger Neill Audio Post Lime Studios Zac Fischer, mixer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
