Los Angeles’ most avant-garde advertising, PR, social marketing, and production executives have come together to form, what they call, a Positive Change Collaborative. This special team of marketers, in collaboration with non-profit group CA Right To Know, is volunteering their time and resources to a cause they’re passionate about: Passing Proposition 37, which aims to mandate the labeling of foods containing genetically modified organisms.nnThe Positive Change Collaborative is made up of leading executives from dw+h, We Are Human, YTM, Kindling, Saeger Media Group, Partos Films, Yessian Music, Stopp LA, Music Orange, Eleven Sound, Chemical Effects, Ring of Fire, POP Sound, Man Vs. Tank Productions, RNK Productions, Slim Pictures, Donald Tursman, Carolyn Durkalski, Brand New School and Fourth Wall Post. In just two weeks this group of marketers created a series of PSAs designed to educate California voters on the benefits of GMOlabeling. nn”Monsanto, Dupont, ConAgra — these guys have deep pockets and in the last week we’ve seen exactly how it’s affecting voter support of Prop 37,” said Lucas Donat, CEO of dw+h and brainchild behind this agency collaboration. “They’re spending tens of millions of dollars in media to keep consumers in the dark about what they’re eating. And the unfortunate thing is, it’s working. It was important for us to form this Positive Change Collaborative where we could use our skills and resources for the greater good of Californian’s and do what we can to help pass Prop 37.”nnWhile the vast majority of Americans are in favor of labeling GMO food, corporate agriculture is outspending the Right To Know campaign ten to one and has successfully closed the margin of support for the ballot initiative from 65:20 to 48:20 in under two weeks.nnCalifornia Right To Know will air the Positive Change Collaborative three documentary-style PSAs combatting false claims and one animated short in the week leading up to the Election.nn
nTo view the spots online click here.nnFor more information on Prop 37, visit www.carighttoknow.org.nnPositive Change Collaborative nThe Positive Change Collab is made up of leading executives from eight best in breed Los Angeles-based, purpose-driven agencies. The agencies include dw+h creative agency, Saeger Media Group, We Are Human, YTM, Kindling, Partos Films, Yessian Music, Stopp LA, Music Orange, Eleven Sound, Chemical Effects, Ring of Fire, POP Sound, Man Vs. Tank Productions, RNK Productions, Slim Pictures, Donald Tursman, Carolyn Durkalski, Brand New School and Fourth Wall Post. As a collective, the agencies all share one philosophy: Positive Change. Through advertising, marketing, public relations, production, and media efforts, these agencies work with top brands that create a better world.Saeger Media Group Tory Carroll Contact Tory via email 310-935-3886
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More