A man is ordered by police officers to pull over and surrender his box of Popped Wheat Thins. He refuses and a chase ensues–except the fleeing guy and law enforcement personnel are not in cars. Instead, they’re in hot air balloons, with the cops then getting backup in their pursuit as we see another hot air balloon arrive on scene.
Harold Einstein of Dummy directed for agency Being in New York.
Client Popped Wheat Thins Agency Being New York Matt Ian, executive creative director; Samira Ansari, Lisa Topol, creative directors; Jerome Marucci, copywriter; Steve McElligott, art director; Jason Souter, executive producer. Production Dummy Harold Einstein, director; Eric Liney, exec producer. Editorial Mackenzie Cutler Erik Laroi, editor; Sasha Hirschfeld, exec producer; Evan Meeker, postproduction; Sam Shaffer, sound designer. Visual Effects Moving Picture Company (MPC) Justin Brukman, exec producer; Adele Major, producer; Ricky Weissman, VFX supervisor; Chris Bernier, Mikael Pettersson, Marcus Wood, Carolyn Figel, Sang Lee, VFX team. Post Company 3 Tim Masick, colorist. Music Butter Dave Quattrini, composer; Annick Mayer, producer; Ian Jeffreys, exec producer. Audio Sound Lounge Tom Jucarone, mixer.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
