As the world looks to emerge from the pandemic, UNESCO (The United Nations Educational, Scientific and Cultural Organization) disrupts the perception of normality in this film which urges us to seek a better world and not return entirely to the old normal.
UNESCO came into being in 1945 with the founding belief that the most serious crisis in our history could give birth to a better, more united humanity. This idea is more topical than ever after the global coronavirus crisis, which called into question our priorities, our ways of life and the very functioning of our society. At the same time, new hopes and forms of solidarity were born.
To advance progress and resist the temptation to simply forget and return to our former lives, DDB Paris created and produced this short film, The Next Normal, imploring us not to forget the lessons we’ve learned during times of adversity. The two-minute and 20-second film doesn’t need complex arguments to do that: just facts. Facts about the world before and during the epidemic. Put together, they lead us to an unsettling conclusion: our “normal” world wasn’t normal at all and we better use this moment to change it.
This is the objective of UNESCO. To encourage action and to mobilize people all over the world to question what should be normal and what the world of tomorrow could look like. Imagined by DDB Paris, “the next normal” campaign invites major media and opinion leaders to carry the message on a global scale. The film is airing on TV and digital media.
CreditsClient UNESCO Agency DDB Paris Alexander Kalchev, executive creative director; Mickael Jacquemin, art director; Benoit Oulhen, copywriter; Vincent Leorat, Mathieu Bliguet, Olivier Guillerot, agency supervisors; Cedric Ledoux, strategic planner. Production DDB Paris Sound Production Sound Machine Quentin Moenne-Loccoz, producer. Music “Faith, Hope, Fear & Falling in Love” by Clint Mansell; Charles-Henri de Pierrefeu, music supervisor (Universal Music Publishing); Andrew Kahn, Erik Sutch, music supervisor (Good Ear Music Publishing). Sound Design Sound Machine Alex Bingham, Patch Rowland, sound designers; Matej Oreskovic, sound producer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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