The average family spends over 250 hours on screens during the holidays. So HP is helping families get real in its latest spot from Goodby Silverstein & Partners (GS&P). Directed by Michel Gondry via production house Partizan, the film rewrites the classic carol “The 12 Days of Christmas,” showing a young girl watching a surreal screen-obsessed world of “teens-a-texting” and “lads-a-liking.” But with a little help from a printer, the world is transformed into 12 days of real time, with “sisters spinning” (paper dreidels), “fellas flying” (paper airplanes) and something called “oreejami.”
“When we go to plays, movies and doctors’ offices, we’re asked to shut off our phones. What if we shut off our devices for a while over the holidays and spend some quality time with our families?” said Rich Silverstein, co-founder and co-chairman of GS&P. “The last thing you want to do is tune out during the holidays. It’s time to spend real quality time with the family.”
Beyond the film which is titled "Print the Holidays" Gte Real," HP also partnered with artists and influencers to develop over 250 hours of printable activities–from exclusive comic books to original coloring pages, holiday bingo, Star Wars and Frozen content from Disney, recipes from AllRecipes.com, and even a paper airplane designed by Gondry himself. The “Print the Holidays” content makes it easier for families to balance screen time and real time.
Credits
Client HP Agency Goodby Silverstein & Partners Rich Silverstein, creative co-chairman and co-founder; Will Elliot, creative director; Daniel Righi, Kurt Mills, associate creative directors; Sydney Lindsey, copywriter; Jelena Kolomejac, art director; Ryan Self, design director; Pedro Zuccolini, Nero Chen, designers; Leila Gage, director of broadcast production; Stephanie DeNatale, executive producer; Rachel Saxon, broadcast producer. Bonnie Wan, head of brand strategy; Marisa Perazelli, sr. brand strategist; Briana Patrick, brand strategist. Production Partizan Michel Gondry, director; Raffi Adlan, producer; Lisa Tauscher, managing director/exec producer; Kelly Martin, head of production; Shawn Kim, DP; Maxwell Orgell, production designer; Florence Fontaine, stylist. Production Services Company Division Productions. Editorial Exile Kirk Baxter, editor; Rex Lowry, assistant editor; CL Weaver, exec producer; Michael Miller, post producer. Color/Graphics/VFX/Finishing The Mill LA Glynn Tebbutt, creative director/VFX supervisor; Jason Mortimer, CG lead & CG FX artist; Lenz Kol, Daniel Thuresson, Nicholas Tayler, Roman Yavorsky, Dylan Strieff, Scott Johnson, compositors; Matthew Choy, CG artist; Jacob Bergman, animation supervisor; Andy Wheater, matte painter; Sasha Vinogradova, Maxim Goudin, graphic design/art directors; Adam Scott, sr. colorist; Blake Rice, Jessica Amburgey, color production; Erin Hicke, sr. VFX producer; Dan Roberts, exec producer; Jena Bodel, production coordinator. (Toolbox: Flame, Nuke, Houdini, Maya, Arnold, C4D, After Effects) Music/Sound Squeak E. Clean Studios, Los Angeles & Sydney Sam Spiegel, executive creative director; Lydia Davies, Lucas Cantor, arrangers & composers; Karla Henwood, executive creative producer (Sydney); Christina Carlo, executive producer (L.A.); Drew Fischer, sound designer & mixer; Lena Gabriel, choir director; Chelsea Ramsden, licensing manager; Blade Thornton, producer; Colby Smalzel, production coordinator. Audio Post Squeak E. Clean Studios, Los Angeles & Sydney Drew Fischer, mixer.
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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