This campaign for Travelers takes the unique perspective of children who see the world as a more wondrous place than adults. Among the three spots directed by Peer Thwaites of The Corner Shop for TBWAChiatDay NY is “Ellison” in which a lad sees the family’s grocery business gutted by a fire. To help rebuild the business, he embarks on a business of his own–making and selling lemonade at his own residential stand.
“Ellison” is part of a campaign showcasing that through the eyes of kids, the well-handled response to disasters and adversity can feel like magic, serving as a metaphor for how we’re slowly returning to some semblance of normality after a chaotic past two years.
Credits
Client Travelers Agency TBWAChiatDay New York Amy Ferguson, chief creative officer; Walter Connelly, executive creative director; Sarah Arrington, sr. art director; Patrick Burke, sr. copywriter; Elliot Carter, Kayla Sredni, associate strategy directors; John Doris, head of production; Jessica Mazelon, production operations; Chris Klein, executive producer; Tara Keith, associate producer; James Sowden, chief strategy officer. Production The Corner Shop Peter Thwaites, director; Anna Hashmi, exec producer, managing partner; Jay Shapiro, exec producer; Ahnee Boyce, producer; Alwin Kuchler, DP; Brock Houghton, production designer. Production Services, Vancouver Film Group Nathan Miles, exec producer; Vanessa Lenarduzzi, producer. Editorial Work Editorial Stewart Reeves, Jono Griffith, editors; Sidney Williams, Joseph Tuzzolino, assistant editors; Samara Kelly, producer; Chris Delarenal, head of production; Alejandra Alarcon, exec producer; Erica Thompson, managing director. VFX Framestore Nick Fraser, exec producer; Victoria Osborn, creative director; Andrew McLintock, post producer; Valia Dudzyana, coordinator; Jesus Yapor, 2D VFX lead. Music JSM Music Joel Simon, CEO/CCO/co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer; Andrew Ybanez, co-composer. Sound Barking Owl Kelly Bayett, creative director; Ashley Benton, exec producer; Elizabeth McClanahan, sound designer/mixer; Mikayla Petersen, assistant mixer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
