In this short film–which is part of the Pedigree global Feed The Good campaign and video series–we are introduced to Liz Oleska who one morning saw her son off to school, not knowing it would be the last time she would see his face. The single mom’s eyesight deteriorated later that day and she almost gave up hope–until a dog named Brice entered her life, turning everything from dark to light.
Titled Dark to Light, this short–in support of Blindness Awareness Month this October–was also created in a second format that uses descriptive video services (DVS) to voice over the visuals displayed on the screen, ensuring the visually impaired can experience the film as well.
A creative team at BBDO NY conceived of the video which was directed by Nathan Caswell and Jeremiah Zagar via production house Public Record.
Credits
Client Pedigree Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Greg Ketchum, Tom Godici, executive creative directors; Banks Noel, Greg Gerstner, creative directors; Eduardo Petersen, associate creative director; Steven Schroth, sr. copywriter; Regina Iannuzzi, executive producer; Katie Schad, producer; Rani Vaz, head of music production. Production Public Record Nathan Caswell, Jeremiah Zagar, directors; Jeremy Yaches, exec producer; Jason Goldman, producer; Julian King, DP. Editorial Nomad Editorial Jai Shukla, editor; James Lee, cutting assistant. Postproduction The Mill Fergus McCall, colorist. Music/Sound stimmung Audio Post Sound Lounge Tom Jucarone, mixer.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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