As we approach Earth Day in April, FedEx has launched “Camper Scouts,” a spot in the “Where Now Meets Next” campaign from BBDO New York.
Directed by Noam Murro of Biscuit Filmworks, the film features a Camper Scout troop who spreads the word about a sustainable camping supply store to their entire global network after seeing a new FedEx EV parked out front. Such a dramatic increase in reach can be problematic for small businesses that are not prepared. Good thing FedEx has the network to help them deliver worldwide, while also making sustainability a priority with more electric vehicles and new reusable packaging. These sustainability efforts are part of the brand’s larger 2040 goal for carbon neutral operations.
The spot launches approximately one year after FedEx’s 2040 pledge and will continue to ramp up as we approach Earth Day in April.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Ketchum, Tom Godici, EVPs, executive creative directors; Greg Gerstner, Banks Noel, SVPs, creative directors; Alex Gianni, EVP director of content production; Maria Real, executive producer; Lizzy Lehn, producer; Julia Millison, sr. music producer. Production Company Biscuit Filmworks Noam Murro, director; Shawn Lacy, managing partner, exec producer; Andrew Travelstead, exec producer; Sean Moody, head of production; Emily Skinner, producer; Jennifer Berry, production supervisor. Editorial Rock Paper Scissors Damion Clayton, editor; Sebastian Zoltoff, assistant editor; Justin Kumpata, exec producer/head of production; Eve Kornblum, managing director; Adam Parker, producer. VFX Fancy VFX Randie Swanberg, executive creative director/founder; Alex Tracy, head of production; Graham Dunglinson, exec producer; Mario Caserta, owner/EVP, lead Flame artist; Janine Conway, sr. producer; Alanna Morton, production coordinator; Sungtae Will Kim, designer/2D animator; Mark Woit, Marc Goldfine, Flame artists; Andrew Santanastaso, tech ops. Color Color Collective Alex Bickell, colorist; Claudia Guevara, exec producer. Audio Heard City Keith Raynaud, mixer/sound designer; Sasha Awn, exec producer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
