A good pair of shoes can help a person feel not only comfortable, but confident and ready to take on the world. However, the sobering fact is that nearly three-quarters of North American children say that shoes are their biggest need, and not owning a good pair of shoes has been proven to negatively impact school attendance.
To promote the idea of equitable footwear for everyone, Nashville non-profit Soles4Souls is hoping to promote awareness and donations with its first-ever North American campaign. Developed by Toronto agency FUSE Create, “Doors of Opportunity” is built around the shopworn store saying “No shoes. No shirt. No service,” and demonstrates the transformative power of providing footwear and clothing for those in need.
Anchored by this 60-second video, the campaign demonstrates how proper shoes and clothing helps turn “No” into “Yes,” while opening the door to opportunity, hope, education and a future for vulnerable children, youth, and adults.
Directed by David Quinn via production company Skin & Bones, the spot opens on a young girl waking up and going through her morning routine, with subtle but unmistakable signs that her family is struggling financially. There are shots of her meager collection of torn and frayed shirts and the nearly empty fridge. The spot then cuts to her putting on a threadbare pair of sneakers. As she prepares to leave her house, she is stopped by a sign on her door that reads “No shirt. No shoes. No opportunity,” a spin on the signs commonly seen at businesses.
As she hesitates at the threshold, a super appears on screen: “Proper shoes and clothing can increase school attendance by 97%,” and urges viewers to “Help turn no into yes and give kids in need a brighter future.” The spot concludes with a close-up shot of the girl confidently stepping outside in a new pair of sneakers, accompanied by a request for donations to Soles4Souls.
CreditsClient Soles4Souls Agency FUSE Create Steve Miller, executive creative director; Mike Furlong, copywriter; Patrick Carter, art director; Lanny Geffen, director, strategy & brand innovation; Jacquie Kostuk, director, creative strategy; Madison Rogers, creative strategist; Anthony Mayes, director of production; Terra Stephen, integrated producer. Production Company Skin & Bones David Quinn, director; Joan Bell, exec producer; Jake Killorn, photographer. Music & Sound Design TA2 Dana Gadsden, exec producer; Drew Thomas, producer; Oliver Wickham, audio engineer. Editorial Married to Giants Mallory Robbins, editor; Korben Lirette, assistant editor; Amanda Henry, exec producer. Color Transfer Alter Ego Lily Henry, colorist; Spencer Butt, producer. Postproduction Wingman Jonny Ames, online editor; Airees Angellakis, producer.
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”
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.... Read More