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    New Video: Canadian Cancer Society’s “The Fearless Challenge”

    By SHOOTUpdated:No Comments1442 Views

    This film introduces us to The Fearless Challenge, an integrated campaign encouraging people to confront their fears in order to help those living with cancer to do the same. By pledging to do what they’re wary of doing, no matter how big or small (taking on spiders, singing in public, fear of heights), for a dollar amount they decide, Canadians can raise funds for research and other services in the fight to cure cancer and to provide support services to those stricken by the disease.

    Centered on a website at FearlessChallenge.com, the campaign was created by a team at Toronto agency Lowe Roche. The short was directed by James Arthurs of production house Descendants.

    The campaign has launched with a number of celebrity endorsers and participants. Endorsers include actor Jason Priestley of Beverly Hills 90210 and Call Me Fitz, Canadian sports commentator and former NFLer Jesse Palmer, Shannon & Sophie Tweed-Simmons of Gene Simmons Family Jewels and Shannon & Sophie, and Hedley bassist and cancer survivor Tommy Mac.

    A number of celebrities will also participate by facing their fears: Mike Bradwell, wide receiver for the Toronto Argonauts, will face his fear of heights by doing the CN tower walk; actor Natalie Brown, one of the stars of FX’s new series The Strain, will face her fear of swimming in a cold dark lake; actor Italia Ricci, star of the new TV series Chasing Life, will face her fear of giving up control while she sits as a passenger as her boyfriend, Robbie Amell, starring in  CTV’s The Flash, drives a racecar; and actor Jonathan Keltz, of Reign and Entourage, will face his fear of spiders.

    Credits

    Client Canadian Cancer Society Agency Lowe Roche Mark Mason, Jane Murray, creative directors; Jesse Pearson, associate creative director; Jeremy Richard, copywriter; Ben Coles, designer; Beth Mackinnon, director of production; Sumit Ajwani, Jonny Pottins, producers; Jonathan Daly, Laura Davis-Saville, strategic planners. Production Descendants James Arthurs, director; Tasha Litt, exec producer; Todd Huskisson, line producer. Digital Production Lowe Profero  Digital Fundraising Agency Charity Dynamic. Editorial Saints Red Barbaza, editor. Music “We Are The Brave” by Rebel Coast Sound Design Boombox

    Video Tags:DescendantsJames ArthursLowe Roche



    Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker

    Thursday, December 19, 2024

    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. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More

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