The Ad Council and R/GA teamed on a film series, “Love Lives On,” as part of the continuing Love Has No Labels campaign. At a time when over half (55%) of adults say race relations in the U.S. are bad, this film series–featuring a short anthem film and three PSAs–proves that love lives on when you respond to acts of hate, bias and discrimination with intentional acts of love that support communities and create a more inclusive, just, and equitable society.
Unveiled at the Cannes Lions International Festival of Creativity, this pro-bono campaign was written, created and produced by a diverse creative team led by Shannon Washington, SVP, executive creative director at R/GA. It was a very emotional process for the team to ensure that even the smallest details reflected the reverence and authenticity of Bridgett Floyd’s, Maddy Park’s, and Barbara Poma’s stories.
Directed by Andre Muir of production house SMUGGLER, this anthem film titled The Gentle Giant tells the story of Bridgett Floyd, sister of George Floyd whose murder by Minneapolis police made worldwide headlines, propelling the Black Lives Matter movement and the fight for racial justice. The story of George Floyd as a family man, mentor and community member has not been widely shared. In a heartfelt and deeply personal account, Bridgett Floyd shares the powerful bond between her and her brother. Bridgett celebrates the love, joy, and light that George Floyd brought to his family and the world–and how she has turned the pain of his death into purpose through the establishment of the George Floyd Memorial Foundation. Though his life was tragically cut short by an act of violence and injustice, his legacy and love can live on through each one of us when we continue to fight for racial justice.
The Gentle Giant is slated to stream on Hulu.
Credits
Client Ad Council/Love Has No Labels campaign Agency R/GA Tiffany Rolfe, global chief creative officer; Shannon Washington, Erin Lynch, SVPs, executive creative directors; Fernando Hernandez, executive creative director; JJ Lim, creative director; Pawel Rokicki, design director; Rowan Mansfield, Corey Thorn, Julian Soto, Artiana Wynder, associate creative directors; Vitor Lessa, art director; Anslem Samuel Roque, editorial research & interviewer; Chris Detoy, executive director, content production; Erica Jensen, director, content studio; Lauren Powzyk, sr. content producer; Yassmina Fandi, sr. content producer, art; Jeff Skutnik, executive production director; Pete Jones, executive producer; Vitor Rossellini, sr. producer; Christian Kugel, SVP, global head of insights; Lucien Etori, VP, executive strategy director; Brandon Heard, sr. strategist; Aaron Francois, sr. connections strategist; Jess Vande Werken, creative director, experience design; Aaron Kelly, associate creative director, experience; David Holm, associate engineering director. Production SMUGGLER Andre Muir, director; Patrick Milling-Smith, Brian Carmody, Jaclyn Larson, exec producers; Alex Hughes, head of production; Manny Caston, producer; Svetlana Dekic, production supervisor; Adam Hein, 1st AD; Oliver Millar, DP; Maren Jensen, production designer; Jodi Sonnenberg, casting director; Elise Velasco, wardrobe stylist. Editorial Cabin Edit Nathan Rodgers, editor; Dominique Machain, assistant editor; Maggie Meade, managing director; Andrea Cantor, post producer; Adam Becht, exec producer. VFX/Finishing Shape + Light Cara Lehr, exec producer; Austin Lewis, lead Flame artist; Pat Hunsberger, Aaron Neitz, Flame artists; Joe Abou Sakher, VFX producer; Rob Trent, creative director. Color Blacksmith Mikey Pehanich, colorist; Sam Howells, color assistant; Ashley Goodwin, color producer; Charlotte Arnold, exec producer. Music Barking Owl Kelly Bayett, creative director; Ashley Benton, exec producer; Lily McCann, assistant producer; Jacob Plasse, composer. Sound Design/Audio Post One Thousand Birds Hayley Livingston, Myra Al-Rahim, sound design/mix; Jackiel Zhou, additional sound design; Alex Berner-Coe, producer; Maya Kotomori, asociate producer. Licensing & Art Partners Jelani Rice, Ron Kurokawa, Nijalon Du’Boi, Getty Images, XYZ Graphics
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
