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Ricki Stern, Annie Sundberg Direct "StrengthHasNoGender" Videos For Brawny, Cutwater


Robert Goldrich
Monday, Mar. 21, 2016


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San Francisco-based creative agency Cutwater has debuted a digital campaign for Georgia-Pacific’s Brawny brand, “#StrengthHasNoGender,” in celebration of International Women’s Day and Women’s History Month.

Staying true to Brawny’s new brand identity “Stay Giant,” a message that encourages resilience in the face of life’s daily challenges, “#StrengthHasNoGender” highlights strong women who haven’t backed down in the face of gender biases. Cutwater created four 90 second-documentaries that will live on Brawny’s digital and social channels, featuring four women who are leaders in traditionally male dominated careers. The women share their stories of how they are challenging the status quo, donning the Brawny Man’s signature red plaid shirt in the final scene.

The duo of Ricki Stern and Annie Sundberg (ricki+annie)--whose commercialmaking home is kaboom productions--directed the four video profiles.

In this video, we are introduced to Dr. Valerie Montgomery Rice, president and dean of the Morehouse School of Medicine in Atlanta. She is also founder of the Center for Women’s Health Research at Meharry Medical College.

“In honor of Women’s History Month and International Women’s Day, we wanted to celebrate strong women across the country who have shown resilience and broken barriers--be it by succeeding in a male-dominated field, not giving up when the odds were stacked against them, or helping other women realize that they too have what it takes to rise to the challenge,” said Chuck McBride, founder and chief creative officer at Cutwater. “These women epitomize the values that Brawny® stands for and it’s been an honor to put them in the spotlight.”


Client Georgia-Pacific, LLC/Brawny Agency Cutwater Chuck McBride, principal/president/chief creative officer; Daniel Tuggle, executive producer; Gong Liu, associate creative director; Kimberly Lewis, associate content producer. Production kaboom productions Ricki Stern and Annie Sundberg, directors; Lauren Schwartz, exec producer/owner. Editorial Hustle Co. Naomi Goldman, Inome Callahan, editors; Daniel Tuggle, exec producer. Misfit Editorial Marissa Rosado, editor; Jim Vaughan, exec producer. Audio MSquared Mark Pitchford, chief audio engineer. Post Color A Gogo Kent Pritchett, colorist; Kim Salyer, exec producer. Music Blue Scout Music Joey Prather, music supervisor.

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