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Tag Archives: PSA

mortierbrigade Launches its First Campaign on Behalf of Pink Ribbon



Just like every other year, extra global attention is focused on breast cancer during the month of October. This is an important initiative, given that 1 in 8 women are at risk of contracting breast cancer during their lives. To contribute, mortierbrigade and Pink Ribbon are presenting their new national campaign film. For the first time, the film puts young girls in the limelight and uses a poignant theme to remind women about the importance of caring for their breasts.

To mark the launch of international breast cancer month and to generate publicity for it, mortierbrigade has produced a film, on behalf of Pink Ribbon, which appeals to women from the perspective of innocent girls.

Jens Mortier, creative director and partner at mortierbrigade, says, “Breast cancer is a genuine epidemic. Although we must create awareness among women about the importance of frequent screening, the topic remains a sensitive one. In this film, we’ve intentionally taken a step back by involving teenage girls. By conveying the message that “Finally they’ve arrived. Now make sure they never have to go”, our aim is for women to identify with the young girls in a touching way.”

The film is 60 seconds long, features music by Francoise Hardy and stars young teenage girls. 8 teenage girls to be precise, which symbolically refers to the 1 in 8 women who will be afflicted by the disease.

Rosette Van Rossem, founder of Pink Ribbon in Belgium, adds, “We’re really proud of this national outside-the-box campaign. For the very first time, we’re highlighting the problem from an adolescent perspective. With this film, we want to remind women that they shouldn’t lose the breasts for which they’ve waited so long.”

CREDITS
Client: Pink Ribbon
Client contacts: Bettina Geysen, Aimé Van Hecke, Julie Wauters

Agency: mortierbrigade
Creative Directors: Jens Mortier, Joost Berends, Philippe De Ceuster
AD: Laurie Lacourt
Copywriter: Zoé de Priester, Catherine Hermans

Head of production: Charlotte Coddens
Strategy: Dorien Mathijssen
Producer: Olivia Naudts
PR Manager: Anne-Cécile Collignon
Studio: Sophie Bayeul

Digital strategy: Laura Deknock
Digital production: mortierbrigade digital manufacture
Social : Jonas Van Bael

Production: Czar.be
Director: Marit Weerheijm
Executive Producer: Eurydice Gysel
Producer: Maarten De Sutter
DOP: Martijn Melis
Art Director: Silke De Rycke
Editor: Robin De Praetere
Grading: Joost Van Kerckhove
Online: Robin De Praetere
Post Producer: Bieke De Keersmaecker
Music: Françoise Hardy – Tous les Garçons et les Filles


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adam&eveDDB calls in Space Invaders for Highways England campaign



adam&eveDDB has created a new car bumper sticker featuring Space Invaders as part of a public safety campaign for Highways England.

The integrated campaign, which is the first by adam&eveDDB for Highways England, has been developed because of statistics showing one in eight of all casualties are caused by people driving too closely to the vehicle in front, with more than 100 people killed or seriously injured in a year.

It uses the classic arcade game’s graphics, characters and sound effects, first released by TAITO, a Japanese game manufacturer, 40 years ago in 1978. It carries the tagline: ‘Don’t be a Space Invader. Stay safe, stay back’.

The campaign, which also spans outdoor, radio and online film, highlights the dangers and impact of tailgating – driving too close to the car in front – with the aim of reducing accidents and making driving less stressful for motorists.

The bumper sticker features Space Invaders’ iconic pixelated enemy alien character to symbolise a car that is tailgating. The bumper sticker acts as a warning to the car behind to stay back a safe distance.

In the online film a driver is shown being tailgated by the Space Invaders enemy alien.

The integrated campaign breaks on Monday September 17th and will run for 6 weeks.

Alison Holliday, Head of Marketing & Events at Highways England, said: “We know that if we can get drivers to leave more space between them and the car in front we can significantly cut the number of serious and fatal injuries on the road. By bringing this safety issue to life in a memorable way, adam&eveDDB has created a campaign that will, we are optimistic, nudge behaviour in a positive direction.”

Mike Stern, Managing Partner at adam&eveDDB, said: ‘Once we hit on the idea of using Space Invaders we knew it was the perfect fit. It not only works well in bringing the driving safety idea to life, but we know that millions and millions of people love the game and will enjoy being reminded of it when it wherever they see or hear it, instead of tuning out and missing this important message.”

CREDITS

HIGHWAYS ENGLAND – SPACE INVADERS

Client: Alison Holiday, Head of Marketing & Events
Annemarie Hennessy, Senior Marketing Manager
Brand: Highways England
Project name: Don’t be a Space Invader
Chief Creative Officer: Richard Brim
Creative Director: Simon Lloyd
Creatives: Shay Reading, Frank Ginger, Paul Knowles
Agency producer: Charles Woodall
Agency producer: Jaki-Jo Hannan
Planner: Milla McPhee
Business Director: Mike Stern
Account Director: Abi Robinson
Account Manager: Tom Peters and Holly Fletcher
Designer/Typographer: Paul Knowles and Scott Silvey, King Henry
Media agency: Carat
Media planner: Emma Kwarteng
Production company: Smuggler
Producer: Darren Tuohy
Director: Stylewar
D.O.P: Ben Magahy
Editing Company: Stitch
Editor: Tim Hardy
Post Production: Swiss
Colourist: Max Strömberg
Supervisor: Pablo Fernandez
VFX coordinator: Jonas From
Post Producer: Emma Rosas Hott
Music Supervisor: NA
Audio Post Production: 750mph – Mark Hellaby
Soundtrack name and composer: V15 – Mark Hellaby

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Thinking Machine’s Docter Twins Go “Future Tripping” To Encourage Water Conservation with Southern Nevada Water Authority



Thinking Machine’s Docter Twins remind Southern Nevada residents to stay “water smart” with their “Future Tripping” water conservation PSA for the Southern Nevada Water Authority. Award-winning directors Jason and Matt Docter strike a playful comedic tone with R&R Partners’ script about a Nevada couple’s struggle to adhere to the Southern Nevada Water Authority’s mandatory watering schedule.

Your average suburban guy goes “Dad Max” in the face of an ongoing drought as the Docter Twins deliver an overly cautious, neurotic character who is taking matters into his own hands, desperately preparing for the future. Injecting a little makeshift humor into the situation, the man cobbles together his DIY drought-defense armor, in his garage laboratory while his sprinklers carelessly run outside. His doomsday prep is interrupted by his far more sensible wife, who offers up an easier, less excessive solution by referring to the irrigation controller.

“The original board for ‘Future Tripping’ was already fun on paper,” explains Jason Docter. “A major part of bringing the concept to life was nailing the utilitarian Spartan-like costume the hero character creates in his workshop-garage.”

“The team at R&R Partners were super collaborative and open to the exchange of ideas,” says Jason. They entrusted the duo to enlist the incredible artistry of Kiel Johnson, a master of sculpture and interconnected machines, whom Thinking Machine has collaborated with in the past.

Once Kiel was on board, he did an initial sketch that the client loved, incorporating a strong hockey influence since the city of Las Vegas had recently gone crazy with the success of the Golden Knights. From there, the production team sifted through their own garages for commonplace materials they could use to craft the makeshift desert survival suit. Forging them together in Kiel’s East LA studio, the intricate and playful costume for the hero and his trusty sidekick fully came to life.

Known for evoking natural, comedic performances from actors, the Docter Twins expanded their repertoire with “Future Tripping,” directing Razzle, a superstar dog who appears at the man’s side, dressed as "Dog Max," equally prepared for desert life in a future without water.

Thinking Machine is on a roll, following a debut showing for the Docter Twins at the Cannes Lions International Festival of Creativity. Their humor-driven “Data in Dollars” campaign for Xfinity won two Silver Lions for Data-Driven Targeting (Creative Data and Media Lions) and a Bronze Lion for Social – Targeted Communication (Mobile Lions), among five shortlisted entries.

Credits:

Agency: R&R Partners
Agency Producer: Gerri Angelo
CD: Mark Naparstek
Copywriter: Aaron Cunningham
Art Director: Kameron Paries

Production Company: Thinking Machine
Director: Docter Twins
Executive Producer: Maria Faillace
Executive Producer: Clint Caluory
Producer: Stan Sawicki
DOP: Bennett Cerf
Costume Artist: Kiel Johnson
Production Designer: All Valley Yatch Club
Casting: Alyson Horn Casting

Editor: Kevin Anderson | Cosmo Street
Sound Design / Mix: Mitch Dorf | Formosa

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Grey New York and National Park Foundation Bring Park Sounds To You in New Campaign


This past weekend, the National Park Foundation, the official charity partner of the National Park Service, launched PARKTRACKS, an innovative audio experience that lets listeners listen to rock – like, an actual rock – and be transported to national parks across the country. The concept was developed and produced by Grey New York.



The PARKTRACKS pilot, launched at a pop-up in Seattle, brings a singular function to a pair of wireless headphones: turn noise canceling on and listen to uninterrupted bliss straight from America’s National Parks, captured by the National Park Service’s Natural Sounds and Night Skies Division.



The audio is also available to download or stream online at findyourpark.com/PARKTRACKS.

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U.S. Forest Service’s “Discover The Forest” Campaign Reminds Us That Not All Answers Can Be Found Online



To celebrate the 50thanniversary of the National Trails System Act, the U.S. Forest Service and the Ad Council are launching a new extension of the successful Discover the Forest public service campaign today. The newest iteration of the campaign illustrates how trails are one of the best guides to nature, unlocking moments of discovery and inspiring curiosity. Through beautiful multimedia creative, Discover the Forest continues to deliver on its overarching goal of encouraging children to develop an early love of nature, thereby creating future stewards of the nation’s public lands.

“There is so much to explore and discover once you step outdoors,” said Lisa Sherman, president and CEO of the Ad Council. “A first-hand experience with nature is one of the best ways to explore and inspire. While the technology that drives our daily lives has its own set of benefits, we hope this campaign will remind families of the bonds and memories that can be forged when we put down our phones and discover all that nature has to offer.”

Recent studies show that 79 percent of kids wish they could experience more outdoor adventures, yet only 59 percent of parents report regularly or occasionally visiting a forest or park with their family. Being outdoors is known to enhance creativity, improve attention span and increase problem-solving abilities. Despite these clear benefits, families struggle to find time together outdoors, due to competing demands and the realities of overly scheduled lives. Parents also report not having enough information and know-how to plan for a trip to the forest. Discover the Forest emphasizes how trails can help make a trip to the forest, and the meaningful experiences that come with it, more attainable for all families.

“It’s important for children to experience and connect with their national forests and grasslands. Studies have shown that if a child experiences the wonders of the great outdoors, they are far more likely to revisit a forest as an adult. Moreover, they share the experience with their own children,” said USDA Forest Service Interim Chief Vicki Christiansen. “For this, and many other reasons, the Forest Service is committed to working with partnering organizations like the Ad Council on awareness campaigns as successful as Discover the Forest.”

The PSAs were created pro bono by advertising agency David&Goliath. The new suite of TV, radio, out of home, digital and social assets drive audiences to DiscoverTheForest.org, where they can search for forests and parks near them. The cinematic anthem was directed by award-winning writer, actor and director Matt Ross (Silicon Valley, Captain Fantastic). The PSAs pose the reality that there are still questions in the world that technology cannot answer.

“We live in this world where technology consumes our every thought and doesn’t seem to be slowing down,” said David Angelo, founder and chairman of David&Goliath. “We need to inspire people to break away from the exponential chatter and listen to the thoughts that have been with us long before technology. Because you never know what you’ll discover, in the forest.”

In addition to the work produced in partnership with David&Goliath, media partners including Pinterest and Geocaching are supporting the Discover the Forest effort. Pinterest has created custom, trails-focused content for the Discover the Forest Pinterest channel and is supporting the campaign via donated media on the platform. Geocaching, a global community of adventure seekers searching for cleverly hidden containers around the world, launched a Discover the Forest program. This program will leverage Geocaching’s unique combination of outdoor recreation and location-based technology to encourage exploration of America’s trails.

The United States Forest Service launched the Discover the Forest campaign in partnership with the Ad Council in 2009. In the past year, there have been nearly 170.6K searches for forests or parks on DiscovertheForest.org, and more than 60% of parents surveyed recognize a Discover the Forest ad. The campaign has earned more than $369.7 million in total donated media support since the original launch.

For more information and to stay updated with the Discover the Forest campaign, visit our website at DiscoverTheForest.org and follow us on Facebook, Instagram, Twitter, YouTube, and Pinterest.


U.S. Forest Service

The U.S. Forest Service manages 193 million acres of national forests and grasslands for the American Public. Its mission is to sustain the health, diversity, and productivity of the Nation’s forests and grasslands to meet the needs of present and future generations. The U.S. Forest Service is the agency responsible for overseeing the use of Smokey Bear in cooperation with the National Association of State Foresters and The Advertising Council.

About the Ad Council

The Ad Council brings together the most creative minds in advertising and media to address the most worthy causes. Its innovative, pro bono social good campaigns raise awareness. They inspire action. They save lives. To learn more, visit AdCouncil.org, follow the Ad Council’s communities on Facebook and Twitter, and view the creative on YouTube.

CREDITS

Creative:
David Angelo, Founder & Chairman
Bobby Pearce, Chief Creative Officer
Marcelo Padoca, Creative Director
Fernando Reis, Creative & Art Director
Kristopher Wong, Senior Art Director
Chris Mead, Associate Creative Director

Production:
Paul Albanese, Director of Broadcast Production
Curt O’Brien, Executive Producer
Brandon Kusher, Senior Broadcast Producer
Natalia Celis, Junior Producer
Peter Bassett, Director of Digital Production
Noah Luger, Senior Digital Producer
Meredith Walsh, Director of Print Services

Planning:
Andrew Lynch, Group Planning Director
Delaney Thompson, Junior Strategist
Natalie Gomez, Senior Social Media Strategist

Account:
Robin Osborne, Managing Director
Alexis Niekamp, Assistant Account Executive

Business Affairs:
Rodney Pizarro, Executive Director of Business and Legal Affairs
Natasha Royzina, Senior Business Affairs Manager

Production Company: Iconoclast
Director: Matt Ross
Managing Director: Charles-Marie Anthonioz
Executive Producer: Valerie Romer
Producer: Magali Selosse
Director of Photography: Christopher Blauvelt

Music and Sound Design Company: Satellite
Music Producer/Partner/Owner - Kito Siqueira and Roberto Coelho
Client Services/Account - Fernanda Costa
Production Coordinator - Ana Lucia Cordeir
Production Coordinator - Tina Aguiar
Arrangers- Mike Vlcek, Hurso Ambriffi, Daniel Lasbek

Editorial: Arcade Edit
Editor: Nick Rondeau
Asst. Editor: Drew Neuhart & Eirinn Disbrow
Managing Partner: Damian Stevens
EP: Crissy DeSimone
HOP: Kirsten Thon-Webb
Sr. Producer: Alexa Atkin

Jamm:
VFX Supervisor/Lead Compositor: Jake Montgomery
Flame Artist: Mark Holden
Flame Artist: Miles Essmiller
Lead CG Lighter: Brian Burke
CG Artist: Jason Daoud
Producer: Ashley Greyson
Executive Producer: Asher Edwards

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Sumatran Orangutan Society Launch Poignant Film Showing Much-Loved Jungle Book Characters Homeless



Wildlife charity Sumatran Orangutan Society (SOS) has today launched ‘Concrete Jungle’, a poignant short film, to raise awareness of the devastating impacts of forest destruction in Sumatra’s Leuser Ecosystem and promote their Rainforest Home Appeal. The film, created by Don’t Panic and produced by Eddy, shows much-loved iconic jungle characters struggling to survive on grey city streets, having lost their natural rainforest habitats. SOS hopes the film will encourage donations to their Rainforest Home Appeal, with which they aim to buy an 890 acre plot of land called Cinta Raja and turn it from a lifeless palm oil plantation back into diverse and vibrant rainforest.

Visualising Deforestation
Tragically, Indonesia has the fastest deforestation rate in the world, and Sumatra’s forests are being
torn down for palm oil, logging, mining and to build roads. This destruction has pushed the Sumatran orangutan to the edge of extinction, along with the Sumatran elephant, Sumatran tiger and Sumatran rhino, all of which are classified as Critically Endangered. Individual orangutans, tigers, elephants and many other animals are suffering as their homes are destroyed and they struggle to find food and shelter. This campaign film is a moving illustration of the stark reality facing wildlife in Sumatra; animals need forests, but Sumatra’s jungles are being wiped out.

“By taking beloved Jungle Book characters and dropping them into urban landscapes, we hope to make everyone look twice. King Louie, Baloo and the rest of the gang are timeless figures for both adults and children; no-one wants to see them in distress! We hope this universal quality is able to engage a wider audience around the issue of deforestation.”
- Joe Wade, Managing Director of Don’t Panic

Bringing Forests Back to Life
Fortunately, as this exciting film highlights, there is still hope for Sumatra’s forests. Together with its partners in Sumatra, SOS reclaims land that has been deforested and restores it, planting and nurturing trees so that orangutans and other wildlife can return. Land that was barren just a few years ago is now buzzing with life once more, and there are regular reports of orangutans, elephants and other animals returning to their forest home.

“We have a golden opportunity to secure a vital area of land on the edge of the Leuser Ecosystem. Once reclaimed and restored, it will provide a home for thousands of species, including the iconic orangutans, elephants and tigers we all recognise from the campaign film, forever,” says Helen Buckland, Director of the Sumatran Orangutan Society.

With a price tag of $1.1 million, SOS has launched a major appeal to ensure they don’t miss this opportunity to protect a massive area of vital wildlife habitat in one of the world’s most precious ecosystems. Find out more about the Rainforest Home Appeal at www.orangutans-sos.org/rainforesthome

Credits:
Creative Agency - Don’t Panic
Managing Director: Joe Wade
Creative Lead: George McCallum
Creative: Jake Moss, Alice Dowdall
Head of Engagement: Ellie Moore
Account Director: Liz Hvide MacLeod
Production Company - Eddy
Production Manager: Joël Ravon
Line Producer: Charles-Philippe Bowles
Director: Louis Thomas
Lead Animator: Vincent Garcia
Senior Animators:
Olivier Lescot
Jérôme Pradet
Léo Schweitzer
Dorian Lee
Junior Animators:
Mathilde Loubes
Martin Hur
Alix Arrault
Ines Scheiber
Tristan Poulain
Rémy Clarke

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Grey London Launches Take:90 to Help Tackle Every Day Anger



Grey London has teamed up with Police Now to bring together businesses and charities including CALM, London First, the National Literacy Trust, the British Transport Police, Westfield, Facebook, Next, VICE, UNILAD, Mulberry Schools Trust and CBI to launch Take:90 (http://www.take90.co.uk). The campaign aims to help reduce acts of aggression and impulsive violence caused by anger in everyday situations such as evenings out, in the workplace, on the commute or online.

Grey London’s strategy is based on scientific evidence showing that it takes just 90 seconds for the neurotransmitters that cause anger to flush out of our systems. Through 90-second content including films, a meditation, long copy ads and 90 new angry-to-calm emoticons, the aim of Take:90 is to make ‘taking 90’ part of our everyday vocabulary just as the term ‘designated driver’ helped to prevent drink driving.

The project is the result of a WPP collective including Cohn & Wolfe, Hill+Knowlton, Group M and PSB Research with Grey London leading the creative for the campaign. Assets for the campaign include short form posters displaying copy such as “Give Anger a Little Time’, ‘Gone in 90 Seconds’ and ‘Count to Zen’, all displaying a graphic line gradually shifting from red to blue. There’s also a long copy press ad that takes 90 seconds to read and describes what happens to someone’s body as anger takes hold.

The campaign has been launched with a film that shows a character looking and acting in an extremely angry way – however the words being spoken are actually a calm expression of how taking 90 seconds can help you stay in control, despite these strong emotions.

These assets are being supported by a series of original meditations created by the mindfulness app Calm, specifically created ‘angry-mojis’ and influencer content across social media.

As the largest initiative of its kind reaching organisations and individuals across the UK, the campaign encourages people to think again about seemingly socially acceptable acts of anger as society faces a recent increase in violent crime. After five years of violent crime falling, decreasing from 1.9 million incidences of violence in the year ending March 2011 to 1.2 million in the same period of 2017, it is notable that 2017 saw a 20% increase on the number of police recorded offences in 2016 *.

Some violence has complex and entrenched causes. However, anger in many everyday situations is something that can be de-escalated using a very simple tool.

Dr Jill Bolte Taylor, the Neuroanatomist who originally proved that it takes just 90 seconds for anger to pass and is backing Take: 90, said: “We experience anger when the ‘anger circuit’ in our brain is stimulated. Anger is just a group of cells in our brain that have been triggered and we have the power to choose to act out or not. It only takes 90 seconds for that circuit to settle down.”

Content released especially for Take:90 includes a 90-second rap from MOBO award-winning Guvna B and a 90 second free-to download meditation from the CALM app. For more information on all of the Take:90 content, visit www.take90.co.uk

Joseph Ernst from Grey London, said: “Take 90” is such a simple concept, one that absolutely anyone can use - once they know about it. For it to make a difference to society, we needed to get the message out as far and as wide as possible. The fact that so many organisations are supporting this initiative is really heartening and we hope that the idea of giving ourselves 90 seconds to calm down becomes truly mainstream.”

Tor Garnett, Co-founder of Police Now and Take:90 initiator said: “Some violence has complex causes, but often violence is caused by people feeling angry and reacting in that first 90 seconds. If we let those moments of anger lead to aggression, whether it’s during an argument with a friend or stranger or getting squashed on the commute, it makes people feel unsafe, unhappy and cross and can use up people’s time and attention in a very negative way. Take:90 is an effective practical tool that we can all use and share with others to help keep our cool – it’s not always easy but it is essential if we are to live happily in a diverse and busy world. “

Almost 90 organisations – from orthodontist Angle House to huge retailers like Next - are coming together to back this campaign – because of the impact aggression can have on their employees, customers, communities and young people. There is still the chance for more businesses to get on board with Take:90 by signing up as partners online.




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