Grey New York and production house 1stAveMachine teamed on this video in which New York electro/pop/rock musician and recent Lorde collaborator Son Lux performs an original piece of music (which he composed) on a keyboard linked to a piano rigged with Gillette new FlexBall razors.
The piano keys are played via a pulley system attached to FlexBall razors. The 3D pivoting head of the razors allows for a unique range of movement as the razors’ handles strike the piano keys.
At the conclusion of the performance–which took place at the Hammerstein Ballroom in NYC–a pair of supers appear which read: “Movement Like No Other”; “Shaving Rebuilt.”
Credits
Client Gillette Agency Grey New York Tor Myhren, president/global chief creative officer; Jeff Stamp, Leo Savage, group creative directors; Lance Parrish, Steve Nathans, associate creative dierctors; Nick Terzip, copywriter; James McPherson, executive producer; Katy Fuoco, film producer; Megan Swan, assistant producer; Zachary Pollakoff, music producer; Debby Reiner, brand agency lead; Howard Roberts, executive strategy director. Production 1stAveMachine Asif Mian, director; Zak Mulligan, cinematographer; Sam Penfield, exec producer; Leigh Goldstone, producer; Bob Partington, chief creative technologist; Jason Curtis, art director. Editorial Cut+Run Akiko Ikawaka, editor. Music Ryan Lott (Son Lux), composer. Audio Post Heard City Phil Loeb, mixer.
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the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes.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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