Nike is introducing the IOC Refugee Olympic Team onto the world stage, teaming with Wieden+Kennedy Amsterdam to create this anthem film titled “Watch Where We’re Going.”
Directed by Vellas via production company 100%, the film features four members of the IOC Refugee Olympic Team–boxer Cindy Ngamba, Judoka Mohammad Rashnonezhad, cyclist Eyeru Gebru and 800m runner Perina Lokure Nakang–and puts their resilience, hard work, and athleticism at the center of the conversation, showing the world that this is a team defined by what they do and where they’re going. This serves as their answer to the question, “Where am I really from?
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
