In this kickoff to Duracell Optimum batteries’ “Two Characters” campaign, we meet a man with a metal detector looking to find hidden treasure on a beach, and another guy with a power screwdriver trying to fortify a cabin door against a hard charging bear. The former wants extra life in his batteries for optimal beachcombing while the latter needs power in a hurry to ward off a grizzly fate.
Thankfully Duracell Optimum delivers both extra life and power, whatever the situation requires.
Tom Kuntz of MJZ directed this humorous package of spots, including “Beach x Bear,” for Wieden+Kennedy New York.
Credits
Client Duracell North America/Duracell Optimum Agency W+K New York Karl Lieberman, executive creative director; Laddie Peterson, creative director; Howard Finkelstein, copywriter; Grant Mason, art director; Nick Setounski, director of integrated production; Kristen Johnson, producer; Dan Hill, director of strategy; Rachel Yoes, strategist; John Petty, director of social strategy; Elizabeth Stefan, social strategist. Production MJZ Tom Kuntz, director; Matthew Libatique, DP; Brock Houghton, production designer; Emily Skinner, producer; David Zander, president; Ericks Krumins, sr. exec producer. Editorial Whitehouse Editorial Russell Icke, editor; Melanie Klein, post producer; Devon Bradbury, editorial assistant. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. VFX The Mill Jade Kim, Caio Sorrentino, VFX lead Flame; Joseph Yoon, Andrew Emmerson, Heather Kennedy-Eck, Antoine Douadi, Drew Maloney, VFX Flame artists; Luis Martin, producer. Audio Post Sonic Union Steve Rosen, mixer; Pat Sullivan, producer. Sound Design Trinitite Brian Emrich, sound designer.
Tommy’s, the U.K. pregnancy and baby charity, has unveiled a campaign to raise awareness of the charity’s groundbreaking research to tackle miscarriage and baby loss.
Created with Special London, this is the first work from a new brand strategy and creative platform developed for the charity. The TV and out-of-home campaign uses the shadows and reflections of children at play, set against everyday landscapes. In each execution one child, however, is projected alone, ultimately illustrating the lifelong impact of baby loss.
Inspired by conversations with bereaved adults across the U.K., the campaign is a stark reminder of the preciousness of life and the long-term effect of living with loss. The powerful visuals evoke the profound sense of absence and unrealized potential that people live with after losing a baby.
Half of all UK adults have experienced baby loss or know someone who has. These statistics underscore the widespread nature of baby loss in the U.K.
Directed by Jackie Bao via Biscuit Filmworks, this spot features the reflections of a child in water, with a parent calling out as the youngster plays in puddles.
Special’s chief creative officer David Day, said, “Like a lot of people, I didn’t realize how much pregnancy loss touches so many of us. In fact it’s so prevalent it’s become normalized and those affected are made to feel like it’s just one of those things that happens; which has led to expectant mothers and partners having to deal with such hurt alone. That’s why Tommy’s exists, to give a voice, support and through research change our perception to make pregnancy loss less of the norm.
“It’s a delicate subject and raising awareness needs an equally delicate touch,” continued Day.... Read More
