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    The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”

    By SHOOTNo Comments227 Views

    As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.

    The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling–but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.

    “When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”

    6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report. This data emphasizes the call to action for continued efforts in suicide prevention.

    “These powerful stories reveal how the loved ones of Veterans often become their strongest supporters, motivating them to seek help,” said Bo Bradbury, SVP and managing director at GSD&M. “With ‘The Bravest Thing,’ we aim to ensure that both Veterans and their loved ones use the available resources and feel supported throughout their journey.”

    Director Muir is an alum of SHOOT’s 2019 New Directors Showcase.

    Credits

    Client Ad Council Nicholas Sugai, VP/group campaign director; Meghan Moloney, campaign manager; Clarke Williams, assistant campaign manager; Stephanie Addo Wulff, manager, creator for good. Client U.S. Department of Veterans Affairs (VA) Agency GSD&M Jay Russell, chief creative officer; Maria D’Amato, executive creative director; Jeff Maki, SVP/group creative director; Dominique Monet, Michelle Grant, creative directors; David Miller, sr. art director; Blake Stephens, copywriter; Ramsey Chandler, jr. art director; Becky Carrel, executive producer; Spencer Gilliam, sr. producer; Marilyn Rose, sr. art producer; Michele Head, studio supervisor; Kate Gunning, strategy director. Production Company SMUGGLER Andre Muir, director; Jaclyn Larson, exec producer; Ashley Roberts, line producer; Boma Pennebaker, 1st AD; Brandon Hoeg, DP. Editorial GSD&M Johnny Fuchs, editor. Finishing & Color Coffee & TV Lewis Crowfield, colorist. Audio Mix Howdy Sound Music Macabre

    Media Type:Commercial: PSA
    Video Tags:Ad CouncilAndre MuirGSD&MSmuggler



    Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker

    Thursday, December 19, 2024

    Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.” Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys. “The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More

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