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An interesting take on cigarettes showcased here in a new commercial for the "DNA Project" entitled The Cigarette That Saved Lives.
The DNA Project had the following to say about the ad campaign:
Egg Films’ Bruno Bossi recently directed The Cigarette That Saved Lives, a controversial commercial for The DNA Project, a non-profit organisation raising crime scene awareness and fighting crime with science with the invaluable support of The Change a Life Trust. “It came as a surprise, as it does to most people, that we do not have the legislative framework in place to more fully use DNA profiling for crime scene investigation in our country,” says Bruno. In South Africa, the National DNA Database only has about 133 000 DNA profiles and there are only two South African Police Services labs that can perform DNA profiling on forensic samples.
Conceptualised by Fox P2, The Cigarette That Saved Lives depicts another brutal South African murder but focuses on the evidence that’s left behind, encouraging viewers to never disturb a crime scene as DNA can convict. The ad is paradoxical: a cigarette saves lives in a commercial where the lead woman dies. “The wonderful thing about this ad is that it creates conversation,” says The DNA Project founder Vanessa Lynch. “Egg and Fox P2 have done a brilliant job.” Everyone involved with the shoot worked pro bono, from the crew to the rental houses. “This project struck me as one of the more worthwhile causes in our country,” says Bruno. The DNA Project would also like to thank the Change A Life Trust for helping by sponsoring this advert.
Vanessa set up The DNA Project after her father’s murderers went free because DNA evidence left at the crime scene was discarded, destroyed and not properly collected. “There was only one chance to collect and preserve that evidence, and it was lost,” says Vanessa. “We can never go back, so that crucial link to my father’s killers was lost with it.”
The Cigarette That Saved Lives is currently screening on local broadcasters as part of the 16 Days of Activism for No Violence Against Women and Children between 25 November (International Day for the Elimination of Violence Against Women) and 10 December 2011 (International Human Rights Day). “Awareness is one of our biggest problems,” says Vanessa. “You can have the laws and systems in place but you only have once chance to gather the evidence before it’s lost forever.”
Credits:
Advertising Agency: FoxP2, Cape Town, South Africa
Agency Producer: Katherine Tripp
Executive Creative Director: Justin Gomes
Copywriter: Gavin Williams
Art Director: Michael Lees-Rolfe
Director: Bruno Bossi
Director of Photography: Paul Gilpin
Producer: Kirsten Clarence
Post Production Company: Black Ginger
Editing Company: Priest
Editor: Matthew Swanepoel
Music: Marc Algranti
Music Publisher: Pulse Music NY

Moms Demand Action has launched a new ad campaign to drive support for new and stronger gun laws in America in the aftermath of the massacre at Sandy Hook Elementary School in 2012. The video, "How many more rounds?," is an emotive depiction of the damage caused by gun violence. An AR-15 assault weapon is fired in slow motion with each discharged shell casing representing a major shooting in America. The video ends with the message, "How many more rounds are we going to let this go on for?" along with a phone number to the Congress switchboard.
Story via: SUSAN KRASHINSKY | The Globe and Mail — Shell casings from a black AR-15 rifle spin in slow-motion flight. Each one is labelled with the name of a school or a city where a mass shooting has taken place: Columbine; Carson City; Virginia Tech; Aurora and Minneapolis and Brookfield and Newtown.
This new television ad wades into the debate over gun legislation in the United States at a crucial time, as the Senate prepares to vote Thursday on President Barack Obama’s proposals to stem gun violence. But the agency behind it is located in Canada.

Grey Canada has been working with a newly formed group seeking to brand itself as the Mothers Against Drunk Driving of the gun debate: Moms Demand Action for Gun Sense in America. The partnership came about after chief creative officer Patrick Scissons, on vacation south of the border over Christmas, saw a news segment with Shannon Watts, the founder of the group that at the time was called One Million Moms for Gun Control.
Mr. Scissons was moved to reach out to Ms. Watts and ask whether she needed help with the cause. From that conversation, Grey landed on the pitch list for agencies and then secured the account to do pro bono advertising work – something nearly every agency does for a select portfolio of causes.
The group’s first television campaign will launch on networks such as CNN and MSNBC and in smaller markets as the group’s members lobby for time on local stations.
Ms. Watts says she was inspired by the MADD brand.
“It really changed the culture and the perceptions around driving while intoxicated,” she said. “There’s an important role moms play in touching the emotions of America.”
As the group gained traction, Grey did a number of smaller promotions, including one involving a typically Canadian perspective. Noting that the popular candy Kinder Surprise Eggs are banned in the U.S. – because of the alleged choking hazard – the Canadian advertising team worked up an Easter campaign sending eggs to Anderson Cooper and other news personalities. The point was that there are more limits on Kinder eggs in the U.S. than there are on the purchase of assault rifles.
The group’s influence has been growing, which Ms. Watts attributes to the power of social media. Since it was launched in December, it now has roughly 90,000 members in 90 chapters across the U.S. On March 28, some members were invited to the White House to stand on stage while the President spoke about gun legislation.
The new ad is darker than the Easter campaign – the images of shell casings are accompanied by audio of 9-1-1 calls, news reports and solemn presidential addresses about shooting incidents, and the voices of parents whose children have been killed.
The organization’s goals include background checks for gun purchases, a ban on assault weapons, and the tracking and regulation of ammunition sales in large quantities. It is funded by the members and by online donations.
The gun debate is not only a focus for the Canadian office of Grey Group, which is a multinational firm; in a meeting last fall, Mr. Scissons and Tor Myhren, chief creative officer and president of Grey New York, discussed it as an issue deserving consideration.
For agencies, these types of free public service announcements are a creative opportunity as well.
“You talk about agencies really wanting to do breakthrough work, work that strikes a chord emotionally and really motivates public opinion, the public service space is obviously the greatest area for that,” Mr. Scissons said. “Any profile it brings the agency based on the success of that work is great. But on a personal standpoint, feeling a connection and being passionate about the cause, it’s infectious within a shop.”

Sporting New Eyewear Supports The Police
DDB Canada launches arresting campaign for the Vancouver Police Foundation

Vancouver, August 6, 2013 — Recently, the Vancouver Police Foundation launched its first communications campaign aimed to increase awareness and garner support for the charitable organization. The Vancouver Police Foundation provides funding for emerging technology and innovative ideas as well as a wide range of community policing and youth-at-risk outreach programs not included in the police department’s annual operating budget.

Developed by DDB Canada’s Vancouver office, the goal of the integrated campaign is to raise awareness for the Vancouver Police Foundation and better connect the public to the police via a line of iconic, mirrored aviator sunglasses. These sunglasses not only serve as a visual symbol of support that Vancouverites can wear proudly, but they also play a central role to all of the creative aspects within this campaign.

“The iconic sunglasses pay homage to a signature look inherently tied to police and act as a badge of support that buyers can wear,” says Cosmo Campbell, executive creative director, DDB Canada. “This becomes an opportunity and conversation piece for Vancouverites to demonstrate their support for the police and look good doing it.”

The sunglasses play a primary role in two 30-second television spots, titled “Hoodslide” and “Deflated,” which kicks off the campaign and aims to drive sales of the sunglasses. Taking a humourous twist to popular TV police dramas, both spots drive viewers to buy the sunglasses in support of the Vancouver Police Foundation and visit the website to find out more about the organization and how proceeds benefit the community.

“In the short term, the goal of the campaign is simply to raise awareness for the Vancouver Police Foundation and show support for the VPD by wearing the sunglasses,” says Martina Meckova, executive director, Vancouver Police Foundation. “Our long term objective is to increase the membership of the Foundation and broaden the support base, so that more people in Vancouver can benefit from the work that we do in the community.”

A social media contest coincides with the campaign launch and invites people to submit photos of themselves wearing the sunglasses, along with the hashtag #VPDPartners for a chance to win a unique Ride-Along police experience. Symbolizing the solidarity between the people of the city and the Vancouver Police Department, the photos from the contest will be aggregated on the Department’s website as a visual tribute to the police officers.

“Initially, we asked DDB to assist us with some print ads to promote the Vancouver Police Foundation in a local paper,” says Peter Brown, chair, Vancouver Police Foundation. “The agency returned with an impactful campaign strategy that lends itself successfully across various mediums, allowing us to build a stronger relationship with the public.”

Print, OOH, television, social, digital, public relations and an on-air partnership with Global TV BC round out this integrated PSA campaign. The campaign was created pro bono by DDB Canada with generous support from the following production partners: Clinton Hussey for Photography, OPC // Family Style’s Director Jeff Low for the TV work, Post Pro Media for post-production services, Sean Milliken for talent casting, Wave Productions for audio services and Coastal Contacts for facilitating the production of the sunglasses.

The campaign also received help from DDB Canada’s media agency partner, OMD, who offered free services by arranging a combination of donated and discounted PSA buys with BC Business, Bell Media, CBS Outdoor, and Global TV, Postmedia, TV Week and Western Media Group.

The iconic, mirrored aviator sunglasses will be distributed by the police at community events, including Vancouver’s Fresh Air Outdoor Cinema, and are available for purchase starting August 1 from the Vancouver Police Foundation website for $20 each.

“The partnership between the community and police is fundamental to crime prevention and reduction efforts,” Brown adds. “It is through the Foundation that the citizens of Vancouver can support essential policing programs that may be beyond the immediate city budget capability, raise awareness of the outstanding contributions the VPD makes 24/7, and become partners in policing so together we can build stronger communities and make Vancouver the safest major city in Canada.”

The art of catching a cab is about to get a 21st century makeover, courtesy of a new app from the NYC Taxi and Limousine Commission. To welcome this new age of transportation, Flatiron-based production studio Click 3X has donated its considerable resources to create “Variations on a Hail,” a new spot developed by Cooke&Co CD/Copywriter Marty Cooke, executed and financed entirely through Click 3X, and shot by Click 3X directors Josh Ruben & Vince Peone.
“Variations on a Hail” is a funny and educational video airing specifically on NYC taxi televisions. With a voiceover and appearance by NYC Taxi and Limousine Commissioner David Yassky listing all of the tried and true hailing “techniques,” the spot culminates with the most technologically advanced “hail” in history – the TLC smartphone app that will allow users to contact nearby taxicabs. The app promises to make life easier should New Yorkers find themselves in need of a ride in an unfamiliar part of the city, late at night, or while rushing to their next appointment.
A pro-bono project created for the benefit of the studio’s beloved home city, Click 3X managed production and all the stages of post, including color grading, VFX, and finishing. Click 3X also drafted its friends at audio post studio Heard City to handle mix and sound design. The directorial duo, also known as j+v, earned its reputation as CollegeHumor.com’s premiere video team – producing, directing, and starring in hundreds of videos over their six-year residency there. They bring their tongue-in-cheek comedic tone to “Variations on a Hail,” imparting a fun and informative overall affect to the PSA.
Credits:
Client: NYC Taxi and Limousine Commission
Spot Title: “Variations on a Hail”
Creative Ad Agency: Cooke&Co
CD/Copywriter: Marty Cooke
Production Company: Click 3X
Directors: Josh & Vince
VFX: Click 3X
Color Grading: Click 3X
Audio Post: Heard City
via: TrustCollective

New pro bono work from Campbell Ewald (CE), the creative agency behind a new campaign for non-profit Keep Oakland Beautiful called “Litter is Bad.”
Although parts of Oakland are undergoing re-gentrification, the city still suffers from a rampant litter problem. To further Keep Oakland Beautiful’s mission of creating and sustaining a beautiful, clean, green and litter-free city, the campaign shows just how bad litter can be. From cigarette butts that brag about dirtying up the sidewalks and harming dogs to an abandoned sofa looking forward to being set on fire by vandals, this new work personifies litter to emphasize the severity of the issue at hand.

Credits:
CE CREATIVE:
Chief Creative Officer: Mark Simon
Executive Creative Director: Jim DiPiazza
Associate Creative Director/Copy: Becca Loose
Associate Creative Director/Art Direction: Vanessa Witter
Art Director: Meggie McArthur
Interactive Designer: Eric Dominguez
Flash Desiger: Gonzalo Enriquez

CE ACCOUNT:
Managing Director: Angela Zepeda
Senior Account Supervisor: Matt Clark

CE MEDIA:
Director Media Planning: Karen Campbell
Associate Director Media Planning: Jennifer Accad
Senior Media Planner: Jon Perez
Assistant Interactive Media Planner: Tara Hana
Director Local Media Buying: Linda Southern
Associate Director of Local Media Buying: Allison Jones

CE SOCIAL:
Director of Digital Operations: James Sanders
Social Media Manager: Stacey Vick
Senior Community Manager: Jennifer Murphy

CE PRODUCTION:
Executive Producer: John Haggerty
Assistant Producer: Chris Robertson
Senior Production Artist: Renee O’Brien
Retouching Supervisor: Scott Kessler
Senior Art Buyer: Tat Luneva-Evenchik

CE PROJECT MANAGEMENT:
Senior Digital Project Manager: Amy Ruud
Production Company: At Swim
Executive Producers: Tomas Krejci, Michael Appel
Director: Nicolas Iyer
Producer: Theresa Martin
Director of Photography: Thomas Lembcke
Editorial Company: Big Block
Executive Producer: Leslie Sorrentino
Producer: Lauren Thorne
Lead Flame Artist: Brian Shneider
Audio Mixing: The LA Studios
General Manager: Jane Curry
Mixer: David Guerrero

Sound Design: Yessian
Sound Designer: Jeff Dittenber
Head of Production: Michael Yessian
Chief Creative Officer: Brian Yessian
Retouching: Joe Notaro / Hand Digital
Printing: Darrin Day / Circle Graphics
Media:
Jill Schuster & Lindsay Warners / OAG
Clear Channel OOH
Chrystal Sisco / Comcast
Dion Carrancho / NCC Media
Jill Kregel / RocketFuel
Erin Seramur / RadiumOne