Pete Riski, who is represented for commercial work in the U.S. by Wild Gift Content, has directed a heartwarming Christmas campaign for the Finnish healthcare company Terveystalo, created by TBWA\Helsinki and produced by Directors Guild Helsinki.
The film walks us through an ordinary Christmas morning, as a bearded man prepares for a new day. In the background, we hear a voiceover discussing health issues related to a certain patient. It’s only when we realize the man is Santa Claus, gearing up for another Christmas shift, that we learn the voiceover is his medical report from Terveystalo. The conclusion? Despite his age, the patient is in surprisingly good shape, fit as the proverbial fiddle. The spot whimsically announces that Terveystalo is now the official healthcare partner of Santa Claus.
Credits
Client Terveystalo Agency TBWA\Helsinki Jenni Kanerva, copywriter; Aino Soukko, art director; Aki Toivonen, creative strategist. Production Company Directors Guild Helsinki Pete Riski, director; Juha-Matti Nieminen, exec producer; Kasperi Maatta, production manager; Jason Wasicki, DP. Editorial and Online James Post Mikko Lopponen, editor. Color Grade Pullapost Henri Pulla, colorist. Sound Design El Camino Helsinki Akseli Soini, sound designer. Music Fried Antti “RZY” Riihimaki
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
