The Body Shop is relaunching a 100% rejuvenated Body Butter with a North American campaign featuring this music video anthem, “Spread Love.”
Created by women-owned agency Odysseus Arms, Spread Love is the music clip directed by Alan Ferguson (known for his work with Beyonce, Lizzo and Janelle Monáe), famed choreographer Jemel McWilliams, and a cast of diverse TikTok creators–who bring to life the idea that taking care of yourself allows you to spread love and positive influence out in the world. Beacon Street Studios served as music/sound house for the video.
“Spread Love” was born from Odysseus Arms’ strategic process called Third3ye™, which builds campaigns around participation and feedback from real people. A diverse group of young, smart, and ethically-engaged women aged 20-24 (The Body Shop’s target audience) advised on everything from the Body Butter product to product messages and scent preferences. They also evaluated a range of creative campaign ideas, with “Spread Love” being the clear winner that resonated the most due to its motivating and participatory approach. Third3ye™ is a collaborative process that puts empathy and the people the agency is creating for at the center.
Credits
Client The Body Shop Agency Odysseus Arms, San Francisco Libby Brockhoff, co-founder, CEO, head of art; Franklin Tipton, co-founder, chief creative officer, head of copy; Jeff Kwiatek, associate creative director; Shirley Liang, producer; Jim Nelson, Gabriel Longhini Barberio, copywriters; Bruno Pepe, art director. Production SecretDoor LA Alan Ferguson, director; Molly Bohas, exec producer; Alex P. Wilson, line producer; Tehillah De Castro, DP; Jemel McWilliams, choreographer; Wintter Alex, head wardrobe stylist; Paua Loos, production designer. Mel Anderson, first AD; Ruby Green, production manager; Otibho Okojie, production coordinator. Editorial Sunset Edit Deji LaRay, editor. TikTok Content Creators Cast Tracy “OJ” Joseph, Layla Muhammed, Sunjai Williams, Amari Smith. Dance Cast Marri Cleghorn, Sadyr Diouf, Corynn Gearheart, Lila Jackson, Tajzon James, Tammuz Lee, Jacqueline “Jackie” Pipkins, LaSoul the Pale Horst, Russell Ridgeway, Tatiana Tovar, Bianca Vallar, Jai Yunae, Sterling Amara. Music/Sound Beacon Street Studios, Venice, Calif. Beacon Street Studios, “Spread Love” song, featuring DJ Biff Chitlins Audio Post Sunset Edit, Los Angeles Deji LaRay, mixer
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
