Developed by Goodby Silverstein & Partners, this “Something to Help You Remember” campaign kicks off with a series of 30-second commercials, each opening with a spokesperson informing viewers that Liberty Mutual is going to use a tried-and-true advertising tactic to make its message memorable. The inaugural spot, “Nostalgia,” leans in to the holiday spirit by showing a family on Christmas morning. A boy is delighted when he unwraps a present to reveal that he’s received a Liberty Mutual Insurance policy customized to his family’s needs.
The spot is shot on a DVCAM to give a true holiday-home-video-shot-by-camcorder effect. Throughout the campaign viewers are treated to decidedly over-the-top versions of familiar ad tropes, such as slapstick humor, epic action sequences and tug-at-the-heartstrings nostalgia. Additional six-second ads will also run in digital channels.
Steve Ayson of MJZ served as director on the campaign.
Credits
Client Liberty Mutual Insurance Agency Goodby Silverstein & Partners Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Danny Gonzalez, David Suarez, executive creative directors; Cam Miller, creative director; David Spradlin, art director; Craig Shervin, Josh Hacohen, copywriters; Leila Gage, director of broadcast production; Molly Troy, sr. broadcast producer; Bonnie Wan, head of brand strategy. Production MJZ Steve Ayson, director; Alwin H. Kuchler, DP; Michelle Derrick, production designer; Emma Wilcockson, exec producer; Janet Nowosad, head of production; Ed Callagan, producer. Editorial Rock Paper Scissors Carlos Arias, editor; Ashley Tantillo, assistant editor; Eve Kornblum, managing director; Taylor Colbert, Julianne Watson, producers. VFX/Finishing The Mill Hillary Thomas, exec producer; Bret Aros, associate producer; Mike Cimino, VFX production coordinator; Dan Dixon, shoot supervisor; John Leonti, creative director; Tim Rudgard, 2D led artist; Ed Boldero, 3D lead artist; Ben Smith, Jake Albers, Abigail Riegel, Dylan Streiff, Yukiko Ishiwata, Shauna Prescott, Marisa Chin, 2D artists; Alice Panek, Omar Taher, Micahel Lori, Elizabeth Hammer, Troy Barsness, Ashwani Patel, Ghattamaneni Prakash, Indrajeet Kumar, Matthew Bell, Sameer Dhumal, Vinayak V, 3D artists; Itai Muller, matte painting; Patrick Kipper, motion graphics; Kevin Diaz, Valerie Chernysh, art department. Sound Heard City Keith Reynaud, sound design & mix; Sasha Awn, exec producer.
Children’s charity Barnardos is releasing this thought-provoking film created by BBH Dublin to highlight the challenges some children in Ireland face.
Barnardos knows that to understand a child’s issues takes time and work. It’s not a quick fix.
That forms the basis of the new film in the “Change Their Story” campaign, which follows a young boy recounting a childhood birthday. It begins with him telling a story of a perfect day, surrounded by friends, family, presents and a huge cake topped with candles.
The story is then retold again and again. With each blow of the candle, more of the facade is chipped away to get to the truth; that his birthdays weren’t very special. The story ends with the boy, now in his teens, opening up about his real childhood experience to a Barnardos keyworker. All laddering up to the enduring line, “Because childhood lasts a lifetime.”
BBH Dublin worked closely with Barnardos to capture the reality of the healing process on film--how it’s an ongoing journey that requires continued support. David Leon directed via production company Iconoclast.
Evonne O’Rourke, production lead, BBH Dublin, added, “We felt a real responsibility to produce a piece of work that had impact and the power to support the brilliant work that Barnardos does. We knew we had a great script on our hands, but it was crucial that the idea was underpinned by craft that protected the authenticity of the story.
“It was a fine balance to strike--the production design, edit, sound design and color grade all had key parts to play in shaping and enhancing the narrative but not in a way that would overpower or become the focal point of the film.”
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