This campaign for Melinda Gates’ Pivotal Ventures was inspired by a recent World Economic Forum blog post, which projected that, at the current pace of change, it will take the United States another 208 years to achieve gender equality.
Created in partnership with R/GA Chicago, this “Equality Can’t Wait” campaign kicked off with a video series that explains why 208 more years of inequality is “No Joke.” With actor Natasha Lyonne directing, several high-profile comedians (including Sarah Silverman, Maya Rudolph, Carol Burnett, Uzo Aduba, Ilana Glazer, John Mulaney, and others) joined in the effort to urge people to action and draw greater attention to the need for gender equality in our lifetime.
This video is live on equalitycantwait.com where more info and details are available as to how people can take action to accelerate progress.
CreditsClient Pivotal Ventures Agency R/GA Chicago Jeff Brecker, SVP, managing director; AJ Hassan, VP, executive creative director;Lizette Morazzani, Manny Fernandez, Eric King, creative directors; Priyoshi Kapur, Natalia Fredericks, art directors; Dmytri Gouba, Damon Schuler, Bridget Hapner, designers; Meghana Indurti, Francis LaBelle, Eliza Skinner, Megan Amram, copywriters; Charles Chung, executive production director; Julie Benevides, executive content producer; Chris Ott, sr. content producer; Lyndsay Coleman, Hanna Elliott, producers. Production Girl Culture Films Natasha Lyonne, director; Lauren Greenfield, creative director; Melinda Nugent, exec producer; David Morrison, DP; Frank Evers, president. Editorial Cutters Kathryn Hempel, editor; Emily Tolan, assistant editor; Heather Richardson, exec producer; Steve Wood, colorist. Online/VFX Flavor Audio Another Country Jordan Stalling, sound designer/mixer; Tim Konn, exec producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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