For the 2017 edition, year three of its #MakeWhatsNext campaign–again linked to International Women’s Day–Microsoft aims to build a sense of urgency and scale to an education issue.
In a series of videos–including this anthem piece titled "Change The Odds"–Microsoft asks girls about the problems they are most passionate about solving, conveys their excitement about what they could achieve – ranging from finding solutions to climate change to curing cancer – and also the harsh reality: without the necessary STEM [Science, Technology, Engineering and Math] skills, they probably won’t solve them.
Currently, only 6.7 percent of U.S. women (and 16 percent of women globally) graduate college with STEM degrees. The plea to girls: to change the world stay in STEM and #MakeWhatsNext.
As part of this initiative, Microsoft will introduce new programs and resources on www.MakeWhatsNext.com that will help young girls take the next step in making their STEM dreams a reality, including a new experiental tool being launched by Microsoft and LinkedIn to demonstrate how girls can pursue their passions across industries and social causes.
The campaign created by m:united//McCann launches globally today (3/7/17), just as International Women’s Day is starting around the world, and will span broadcast, online/digital, events and social media including Facebook, YouTube, Instagram and Twitter, which will have a “First View”, a first for Microsoft and Twitter, and a Twitter Conversation Card to showcase the video and drive conversation.
"Change The Odds" was directed by JJ Adler from Tool of North America.
Client Microsoft Agency M;united//McCann Sean Bryan, Tom Murphy, co-chief creative officers; Susan Young, Daniela Vojta, executive creative directors; David Cappolino, copywriter; Julie Koong, art director; Kelly Kim, designer; Elina Rudkovskaya, copywriter, social; William Montgomery, art director, social; David Cliff, director of creative technology; Alicia Foor, creative technologist; Aaron Kovan, director of integrated production; Carolyn Johnson, executive producer; Rebecca Magner, producer; Jeremy Adirim, director of interactive production; Charlotte Popper, interactive producer; Eric Johnson, executive integrated music producer; Sam Belkin, music coordinator.; Michelle Kiely, global director of strategy; Justin Ballheim, strategy director. Production Tool of North America JJ Adler, director; Oliver Fuselier, managing partner, live action; Brad Johns, exec producer; Greg Jones, producer; Laura Merians, DP. Editorial Cosmo Street Editorial Tessa Davis, editor; Josh Berger, assistant editor; Becca Reil, producer; Yvette Sears, exec producer. VFX Framestore New York Sarah Hiddlestone, head of production/EP Karen Czukerberg, sr. producer; Raven Sia, sr. producer; Karl Woolley, head of VR; Andy Rowan Robinson, creative director; Steve Drew, compositing supervisor; Raul Ortego, head of Flame; Beau Leon, colorist; Jonah Braun, color assist; Marc Smith, Abram Seaman, designers; Patrick Ross, Georgios Cherouvim, Georgios Papaioannou, Jacob Slutsky, Glory Zheng, Mohamed Echkouna, Sean Curran, Shayne Ryan, Will Frazier, 3D; Dan Giraldo, Elaina Brillantes, Jose Arauz, Giulia Bartra, Ranran Meng, Chihcheng Peng, Liz Yang, compositing; Callum McKeveny, Rob Go, 2D; Ben Cronin, Deepa Paulus, Katie Rhodes, Megan De Wolf, Paul O’Brien, Savneet Nagi, Tim Greenwood, Tim Osborne, VFX Support (Framestore’s London office) (Toolbox: Flame, Nuke, Maya, After Effects, Houdini, 3D Equalizer)
The Best Work You May Never See: Sam Coleman Directs “Original Feeds Original” For KFC Africa Out of Ogilvy Johannesburg
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More