Wieden+Kennedy’s Portland and NY offices teamed on this “See Us Unite” PSA for The Asian American Foundation (TAAF), the newly formed organization launched to improve advocacy for Asian Americans and Pacific Islanders (AAPI) and combat the hate and violence against the AAPI community that has grown at an alarming rate as of late.
The PSA premiered during the recent primetime global TV special, See Us Unite for Change–The Asian American Foundation in service of the AAPI Community, hosted by Ken Jeong to help drive awareness and understanding of the AAPI experience.
Credits
Client The Asian American Foundation (TAAF) Agency Wieden+Kennedy Portland & New York Karl Leiberman, executive creative director; Kevin Kaminishi, art director; Gino Click, copywriter; Nick Setounski, Chris Whalley, directors of production; Jasmine Sarbaz, producer. Footage Research Nickerson Research, Inc., research & clearance. Editorial Joint NY Laura Bermudez, editor; Spencer Cohen, assistant editor; Kari Ickert, sr. post producer; Michelle Carman, post exec producer. VFX The Mill Vi Nguyen, 2D lead artist; Nick Pfister, 2D artist; Sean O’Loughlin, associate producer; Luis Martin, production supervisor. Color Company 3 Keith Raisch, colorist; Anna Kelman, producer. Music APM Music, LLC; Track Title–”Emotive Hope,” composed by Thomas Richard, Peter Howe and Stephen Christopher Tait. Sound Design/Mix Sonic Union Rob McIver, audio mixer/sound engineer; Justine Cortale, studio director; Pat Sullivan, head of production.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
