Inspired by the emotional moments parents and children experience during the back-to-school season, Kleenex’s latest creative spot “The Big Day” captures the heartwarming journey of a mom and son on his first day of school.
The spot opens on a mother preparing her son for the big day. As he packs his backpack, he includes a pack of Kleenex. The ad follows with their ride to school, ending at the school drop-off where the mom tears up and her son runs back to comfort her with the Kleenex he packed earlier. In the background, a poignant cover of Bob Marley and The Wailers’ “Three Little Birds” plays, infusing the spot with added emotion.
Christopher Riggert directed via Biscuit Filmworks for FCB Chicago.
Credits
Client Kimberly Clark Brand Kleenex Agency FCB Chicago Kelly Graves, CEO, president; Pedro Perez, chief creative officer; Mollie B. Partesotti, chief strategy officer; Kelly Mertesdorf, SVP, group strategic planning director; Alan Shen, Chris Walker, SVPs, creative directors; Stacy Rudolph, Rose Schuchat, creative directors; Thomas Martin, VP, executive producer; Stump Mahoney, executive producer, director of music. Production Biscuit Filmworks Christopher Riggert, director; Shawn Lacy, founding partner; Andrew Travelstead, exec producer; Jeff McDougall, producer; Sean Moody, head of production; Jody Lee Lipes, DP; Sue Tebbutt, production designer. Editorial Work Editorial Stewart Reeves, Leah Turner, editors; Alfred Cisneros, Augie Savoy, assistant editors; Rebecca Baker, producer; Gabrielle Page, head of production; Remy Foxx, exec producer; Marlo Baird, managing director. Finishing & Color Grade Trafik Noah Caddis, Flame lead; Luis “Yosh” Bolivar, motion graphics; Stephanie Allis, Justin Rogers CdeBaca, sr. producers; Mark Gethin, colorist; Taylor Pool, assistant colorist; Sasha Pace, producer; Greer Bratschie, head of production. Sound Design & Mix Another Country Peter Erazmus, sound designer/mixer; Lucas Hansa, audio assistant. Josh Hunnicutt, producer; Louise Rider, exec producer; Tim Konn, managing director. Music The Elements Music Marissa Burwell, “Spring Studying” vocals; Robert Lamond, “Sickness Cycle” singer.
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.
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