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    TBWA Launches “Take The Lead” Campaign With Short Tied Into Ad Industry Gender Injustices

    By SHOOTUpdated:No Comments1954 Views

    The global TBWA network has released a campaign in conjunction with International Women’s Day (March 8) to stress the importance of recognizing women’s issues as everyone’s issues, most crucially in the workplace, and to echo the International Women’s Day 2016 dedicated theme: A Pledge for Parity.

    Branded “Take The Lead,” this campaign includes a two-minute film featuring men from around the global TBWA network, from all levels, specialties and backgrounds, reciting actual quotes from their female peers. These quotes were solicited via an anonymous global survey in which women in the industry were asked to voice some of the issues and injustices they have faced, or expect to face, throughout their advertising careers.

    TBWA regional offices around the globe are activating the campaign on March 8th both in their offices and via social media with physical and digital posters and banners, and well as localized :15 films.

    The “Take The Lead” campaign was born out of observations that, despite the recent and welcomed surge of female-focused equality initiatives, the ad industry continues to lack the critical mass of male counterparts to champion the cause for equality.

    The campaign aims to emphasize both the irony of these sentiments coming from the mouths of men, and more importantly, to underscore the fact that the issues faced by women cannot and should not be challenged or changed by women alone.

    “Take The Lead” is part of a larger TBWA initiative, Project 2020, which was launched in summer 2015 as a challenge to increase women in leadership roles across the TBWA network by 20% by the year 2020. The initiative, led by Erica Hoholick, president of TBWAMedia Arts Lab, charges each TBWA office to bring awareness, spark conversations and make concrete strides to achieve more balanced workplace.

    Participants include ad legends like Lee Clow, Jean- Marie Dru and John Hunt in addition to nearly 100 hundred men from the TBWA network.

    The short film was directed by Lauren Smith and Brydon Gerus who served as creative directors on the campaign.

    Credits

    Client TBWA Network’s “Take The Lead” Initiative Agency TBWA global network Erica Hoholick, president, TBWA\Media Arts Lab; Duncan Milner, chief creative officer; Julia Leach, executive creative director; Lauren Smith, Brydon Gerus, creative directors/directors; Erica August, producer; Fernando Cardenas, DP; Matt Litwiller, editor; Maureen Mihalik, Genevieve Shah, digital producers; Helen O’Neill, Sara Clark, Jessica Gerweck, art producers; Karen Ruth, studio design; Emilie Levienaise-Farrouch, music.

    Media Type:Film: Short
    ScreenWork Categories:Short film
    Video Tags:International Women's DayLee ClowTBWA



    The Docter Twins Direct Part 2 Of FactSets’ “Not Just The Facts” Comedy Campaign From VSA Partners

    Thursday, November 21, 2024

    FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.

    The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.

    The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.

    The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.

    This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.

    The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More

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