The Hospital do Câncer de Barretos, a Brazilian treatment center for in children with cancer, has been renamed the “Hospital do Amor” (“Hospital of Love”) to promote love as the most effective resource in fighting the illness.
To publicize the rebranding, Brazilian advertising agency WMcCann created a three-minute 3D-animated film showing the devastating challenges a child faces in receiving a cancer diagnosis and beginning the intrusive and treatment process, as well as the impact on her family, friends and on hospital professionals.
Produced by Zombie Studio and Loud, the film took 10 months to produce. Paulo Garcia of Zombie directed this centerpiece spot for the campaign titled “The Fall.”
The song “Heart Full of Love” was composed specifically for the project by Felipe Vassão and Rafa Kabelo, from Loud Studio, and was performed by the North American singer Rebecca Peters.
Client Hospital de Amor Agency WMcCann Brazil Hugo Rodrigues, Andre Marques; Eiji Kozaka, Marcelo Conde, creative directors; Gustavo Cavinato, Francisco Oliveira, Eiji Kozaka, Marcelo Conde and Ian Hartz, creatives; Jaqueline Travaglin, Denise Kotsubo, project coordinators. Production Zombie Studio Paulo Garcia, director. Audio Production Loud Music Song: "Heart Full of Love"; Felipe Vassão, Rafa Kabelo, composers.
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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