This centerpiece spot in a new campaign for The Wall Street Journal from creative agency The&Partnership, NY, challenges readers to go beyond the memes, hashtags and and algorithmically selected news stories that populate our media feeds so that we can advocate for and make better, more informed decisions.
Juan Cabral of MJZ directed the “Read Yourself Better” :90.
Justin Ruben, ECD, The&Partnership, NY, said, “The idea behind “Read yourself better” is to highlight how hard it is for consumers to navigate our overloaded media landscape and to figure out who to trust and what’s worth reading. The WSJ is a solution to this with its quality journalism based on facts. Creatively we wanted to bring the online and offline world to life in a new and unexpected way and create a visual world that also broke through the clutter.”
Credits
Client The Wall Street JournalAgency The&Partnership New York Justin Ruben, executive creative director; David Tomkins, art director; Simon Philion, copywriter; Veronica Jeronimo, designer; Kevin Wilson, head of integrated production; Niki Polyocan, producer; Colm Murphy, chief strategy officer. Production MJZ Juan Cabral, director; Emma Wilcockson, exec producer; Roman Vasyanov, DP. Production Partner Labhouse Flora Fernandez Marengo, managing director; Natalia Mussolana, producer; Patricia Rzeznik, production manager; Esteban Gomez, 1st AD; Micala Saeigh, Maria Battaglia, art directors; Florencia Tellado, stylist. Editorial Rock Paper Scissors Mikkel EG Nielsen, editor; Alex Liu, assistant editor; Eve Kornblum, managing director. VFX Framestore Murray Butler, executive creative director; Jordi Bares Dominguez, VFX supervisor; Sarah Hiddlestone, director of production; Raul Ortega, 2D lead; Greg Gaskins, Kieran Walsh, Flame team; Steve Drew, Zavier Mojica, Matt Pascuzzi, Nick Tanner, Terner Thompson, Brad Moon, compositing team; Sue McNamara, sr. VFX producer; Beau Leon, colorist; Andy McLintock, sr. color producer; Evan Reinhard, Nabil Moo, color assists. (Toolbox: Photoshop, After Effects, Maya, Flame, Nuke, Baselight) Sound Wave Studios NY Chris Afzal, Aaron Reynolds, sound designers/mixers; Vicky Ferraro, exec producer; Eleni Giannopoulos, associate producer. Music Mort Garson, “Plantasia” Voiceover Boyd Holbrook.
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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