Created by BBDO New York, this trailer titled “The Epidemic” follows Hailey, an average American teenager, as she shows symptoms of a mysterious illness. But there’s more than meets the eye. After watching the film, viewers will be prompted to enter their phone number. They will then watch the film again, but this time they’ll receive the same bullying text messages as Hailey receives them throughout the story. Mixing the mediums of video and text, the spot illuminates how digital transgressions like cyberbullying can have very dire, real life consequences.
Cole Webley of production house Sanctuary directed “The Epidemic,” the latest entry in social activist Monica Lewinsky’s anti-bullying campaign–the previous pieces of work being “#DefyTheName” and the Emmy-nominated “In Real Life.”
It’s apropos that “The Epidemic” breaks in October which is National Bullying Prevention Month.
Credits
Client Monica Lewinsky Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Bianca Guimaraes, VP, creative director; Roberto Danino, creative director; Gary du Toit, Lance Vining, VPs, creative directors; Jim Connolly, associate creative director; David Rolfe, director of integrated production; Jessica Coccaro, executive producer; James Young, executive producer, digital; Alex Massicott, Nick Russo, developers; Jimmy McGee, digital resource manager; Dexter Blumenthal, sr. brand strategist; Crystal Lin, marketing science project lead. Production Sanctuary Cole Webley, director; Paul Meyers, DP; Preston Lee, Kristen Bedard-Johnson, exec producers; Noah Thomason, line producer. Editorial Arcade Edit Paul Martinez, editor; Chris Angel, Jeff Lopus, assistant editors; Sila Soyer, exec producer; Fanny Cruz, producer. Telecine Company 3 Tom Poole, sr. colorist; Ashley McKim, exec producer; Alexandra Lubrano, producer. Conform/Finish Arcade Edit Tristian Wake, Mark Popham, Flame artists; Riccardo Sinti, After Effects artist. Music Human Sloan Alexander, composer/creative director; James Dean Wells, exec producer. Audio Post Post Human Sloan Alexander, chief engineer.
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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