Titled “To My Great Granddaughter,” this University of Phoenix TV spot tells a relatable tale of a woman who immigrates to the United States, overcomes obstacles and earns an MBA, opening the door for future generations to succeed. Directed by Peter Thwaites via The Corner Shop for agency 180LA, the :60 advances the campaign mantra that “A Degree Doesn’t Just Change You.”
“University of Phoenix came to us with a true insight of not just having a purpose to graduate students, but to graduate families across the board,” said Eduardo Marques, executive creative director at 180LA. “That quickly resonated with us, brought back real memories and paved the way for this campaign. It was collaborative in a profound way, which is why we think it works. It’s generational.”
A motivational part of the campaign also includes true-to-life alumni stories that reflect the broader program which launch later in the month.
Credits
Client University of Phoenix Agency 180LA William Gelner, chief creative officer; Eduardo Marques, Rafael Rizuto, executive creative directors; Wilson Mateos, creative director; Josh Hacohen, sr. copywriter; Karine Grigorian, sr. art director; Natasha Wellesley, head of integrated production; Dominique Anzano, sr. producer; Kaleen Ogden, strategy director. Production The Corner Shop Peter Thwaites, director; Anna Hashmi, head of production; Jay Shapiro, producer. Editorial Exile Conor O’Neill, editor; Rex Lowry, assistant editor; Michael Miller, sr. producer; CL Weaver, exec producer; Jennifer Locke, head of production. Telecine The Mill Adam Scott, colorist; Liza Kerlin, producer; Thatcher Peterson, exec producer. VFX/Finishing The Mill Steve Cokonis, Flame artist; Marcus Speaker, producer; Enca Kaul, exec producer. Audio Post Lime Studios Loren Silber, mixer; Susie Boyajan, exec producer. Music We Are Walker Jeremy Yang, composer; Sara Matarazzo, exec producer.
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
