Toyota Motor North America and Saatchi & Saatchi unveiled this “A New Story Begins” campaign for the automaker’s new vehicle: the first-ever Toyota C-HR.
The campaign inserts the Toyota C-HR into classic and traditional stories of mischief-makers, updated for the modern age. “We wanted to create a modern version of mischievous childhood fairy tales but with a twist and a fresh perspective to show that these stories are part of our present modern folklore. These stories are actually the stories we tell ourselves. The Toyota C-HR is the focal point of all of these, reminding you to see the world differently and to become heroic mischief makers for the modern age,” said Renato Braga, Saatchi & Saatchi’s creative director.
The debut spot in the campaign is this one directed by Noam Murro of Biscuit Filmworks which reimagines a modern version of the Cinderella fairytale. “Cinderella,” which screened recently in cinema theaters, reimagines a modern version of the Cinderella fairytale. Played to a backdrop of urban city lights, Cindy is stuck working late while her co-workers go to a fashion show. Like the rebellious Toyota C-HR, she takes charge and breaks the rules of conformity and escapes in her present day Toyota C-HR carriage.
Credits
Client Toyota Motor Sales, USA, Inc. Agency Saatchi & Saatchi LA Jason Schragger, chief creative officer; Fabio Costa, executive creative director; Renato Braga, creative director; Avram Klein, associate creative director/copywriter; Andrew Reizuch, associate creative director/art director; Alfredo Adan, sr. art director; Albeto Portas, sr. copywriter; Robison Mattel, art director; Gabriel Morais, copywriter; Lalita Koehler, executive director, integrated production; Sara Seibert, director of content production; Pamela Parsons, executive content producer; Antonietta Croft, broadcast producer; Nick Ngal, executive producer (360); Kristen Hosack, music supervisor. Production Biscuit Filmworks Noam Murro, director. Editorial Rock Paper Scissors, Biff Butler, editor; Rebecca Baker, Denice Hutton, producers. Finishing/VFX/Design The Mill Chris Knight, Robert Sethi, creative directors. Telecine Shed Yvan Lucas, colorist. Music “Bibbidi-Bobbidi-Boo,” courtesy of Walt Disney Music Company, re-recorded by Future Perfect. Sound Design/Audio Post Michael Anastasi, sound designer; Rohan Young, mixer.
Tommy’s, the U.K. pregnancy and baby charity, has unveiled a campaign to raise awareness of the charity’s groundbreaking research to tackle miscarriage and baby loss.
Created with Special London, this is the first work from a new brand strategy and creative platform developed for the charity. The TV and out-of-home campaign uses the shadows and reflections of children at play, set against everyday landscapes. In each execution one child, however, is projected alone, ultimately illustrating the lifelong impact of baby loss.
Inspired by conversations with bereaved adults across the U.K., the campaign is a stark reminder of the preciousness of life and the long-term effect of living with loss. The powerful visuals evoke the profound sense of absence and unrealized potential that people live with after losing a baby.
Half of all UK adults have experienced baby loss or know someone who has. These statistics underscore the widespread nature of baby loss in the U.K.
Directed by Jackie Bao via Biscuit Filmworks, this spot features the reflections of a child in water, with a parent calling out as the youngster plays in puddles.
Special’s chief creative officer David Day, said, “Like a lot of people, I didn’t realize how much pregnancy loss touches so many of us. In fact it’s so prevalent it’s become normalized and those affected are made to feel like it’s just one of those things that happens; which has led to expectant mothers and partners having to deal with such hurt alone. That’s why Tommy’s exists, to give a voice, support and through research change our perception to make pregnancy loss less of the norm.
“It’s a delicate subject and raising awareness needs an equally delicate touch,” continued Day.... Read More
