Translation has unveiled the second chapter of its ongoing brand campaign for Champs Sports with “Game Loves an Audience,” a dynamic new marketing program for the back-to-school season. Seizing on the pins-and-needles feeling of anticipation that comes along with every new school year, “Game Loves an Audience” is all about looking good, and wanting everyone to see it. The campaign reinforces Champs’ well-established “We Know Game” tagline with three :30 spots, daily content for Champs Sports’ social media channels, digital banners, and a custom digital hub.

“The first day back to school is more than just a day,” notes Translation CCO John Norman, “it’s the red carpet moment of the school year. It’s a reunion, a chance to try something new, and a special moment to stand out. It’s the perfect time for a brand like Champs Sports to help you show off your game with new kicks, stylish tees, and a fresh look.”

“Translation, through its new brand work, has done an exemplary job of expanding on the idea of ‘We Know Game’,” explains Champs Sports Director of Marketing Scott Burton. “We’re showing that ‘Game’ is as much about athletic skill as it is about swagger and confidence in all other arenas. Moreover, the work is done through the lens of a high school athlete, making the impact and its meaning to our consumers relevant during this time of year when students are going back-to-school.”

Creative Credits:  
Brand/Client: Champs Sports
Campaign Title: Champs Sports Back to School Campaign
Spot Title: “Joy Ride,” “First Period,” “Practice”
Launch Date: August 2014

Agency: Translation
Chief Executive Officer: Steve Stoute
Chief Creative Officer: John Norman
President: Nils Peyron
Executive Creative Director: Jay Berry
Executive Creative Director: Marc d’Avignon
Creative Director: Mat Jerrett
Associate Creative Director, Copywriter: Matt Herman
Associate Creative Director, Art Director: Matthew McFerrin
Art Director: Adam Chang
Copywriter: Greg Dyer
Art Director: Allison Bulow
Copywriter: Jameson Rossi
Director of Content Production: Miriam Franklin
Producer: Carole McCarty
Assistant Producer: Monica Johnson
Head of Brand Strategy: Tim Flood
Strategist: Shon Mogharabi
Music Supervision: Nick Pacelli
VP Account Director: Daniel Mize
Account Supervisor: Patrice Caracci
Account Executive: Steven Molinari
Asst. Account Executive: Jackson Brodie

Production Company: @radical.media, Los Angeles
Director: Michael Lawrence
Director of Photography: Alex Disenhof
Executive Producer: Donna Portaro
Line Producer: Scott Cunningham

Editorial Company: Cut + Run NYC
Editor: Dayn Williams
Assistant Editor: Katie Pehowski
Post Executive Producer: Rana Martin
Post Producer (“Joy Ride,” “First Period”): Olivia Chiu
Post Producer (“Practice”): Ellen Lavery

Telecine Company: CO3 NYC
Colorist: Damien Vandercruyssen
Producer: Katie Andrews
Assistant Colorist: Matt Paul

On line: Cut + Run
Flame Artist: Joseph Grosso
Assistant: Matt Dolven
Producer: Julia Williams

Audio Post: Heard City
Mixer: Evan Mangiamele
Executive Producer: Gloria Pitagorsky
Producer: Katie Flynn

Music by: Elias Arts
Creative Director: Greg Grifith
Producer: Matt Phenix

News Limited Award School presents...

How to win a £12k scholarship to the School of Communication Arts. Find a problem in your life. “Ahh, those alcoholic bums who always drink next to my house.”
Come up with an interesting solution. “Arr man it stinks of cat piss here. Let’s f**k” off somewhere else”
Solve a problem in your life to win a £12K scholarship.
The Print Ad titled Bums was done by School of Communication Arts advertising agency for the Art & Communication School in United Kingdom.

Creative Advertising Agency: School of Communication Arts, United Kingdom

Peta destroys our image of three popular cartoon characters in this print ad campaign created by the advertising school Miami Ad School. The prints entitled: "Fur Has No Happy Endings" features images of Bugs Bunny, Winnie The Pooh, and the Fox who have had their fur removed...the horror of it all.

Credits:
Advertising School: Miami Ad School, San Francisco
Art Director: Martins Zelcs
Copywriter: Bryan Stokely

Canadian Tire talked to parents about how they felt about their child starting a new school. The video, produced by Notch Video, focuses on the first day of school, where, instead of the students moms and dads share their thoughts about their children and the first day of school.

Taking center stage in the campaign is a spot that showcases the versatile lifestyle options of the Ford F-150 with a mix of heavy live action elements and bold animation. Also included are three more animation-focused spots, all of which hit the air during the opening week of the NFL regular season. Taking inspiration from the iconic graphic design work of Saul Bass, these football-centric spots offer a fresh visual approach to this widespread campaign.

“We’re honored to have contributed on this campaign for Ford,” says Brand New School Managing Partner Devin Brook. “The collaboration with Team Detroit was an ideal fit because of the diverse nature of the job, requiring strong live action and design to put a unique spin on this instantly recognizable campaign.”

Creative Credits:
Client: Ford
Title: Built Ford Tough Sales Event Spots
Agency: Team Detroit
Production Company: Brand New School
Director: Jonathan Notaro
Art Director: Kris Wong
Producers: Steiner Kierce, Johnna MacArthur
Flame Artists: Mark French, Greg Cutler
CG Leads: Marcus Stokes, Russ Wootten
3D Animators: Val Sinlao, Mike Cahill, Danka Chiang, Garrett O’Neill, Billy Maloney, Kim Im
2D Animators: Scott Uyeshima, Brian Do, Phil Guthrie, Nhi Vho, Ken Quemuel, Kyle Anderson, Mike Milyavsky, Nate Mulliken
Tracking: Bogdan Mihajlovic
Designers: Kris Wong, Sakona Kong, Waka Ichinose, Brandon Smith, David Chen, Joel Watkins
Editor: Erik Barnes
Assistant Editor: Sterling Robertson
Storyboards: Max Forward
Colorist: Tom Poole (Company 3)

To get women to make heart healthy choices and reduce their risk of heart disease and stroke, Becel and The Heart and Stroke Foundation invited moms to what they thought was a regular school play. Instead, each kid read their mom a personal, heartfelt letter explaining how well she takes care of them. Moms were then asked to take care of themselves too. Developed by DDB Canada's Toronto office, the integrated campaign encourages women to take better care of their health. Full press below.

Toronto, January 24, 2013 — Heart disease and stroke is a leading cause of death for women in Canada1, yet 80 per cent of the risks can be reduced through lifestyle changes. To encourage women to prioritize their own well-being, Becel® recently launched a heartwarming integrated advertising campaign encouraging moms to take action and take better care of their health.

Becel® is the founding sponsor of the Heart and Stroke Foundation’s The Heart Truth™ campaign, which calls on women to put their own health first by assessing their risk for heart disease and stroke, talking to their doctor, and making heart healthy lifestyle choices in order to enjoy a long and healthy life with their loved ones.

“Heart disease and stroke take one in three Canadian women before their time2, resulting in too many children losing their mothers,” says Margaret McKellar, senior marketing manager – Spreads Canada. “Becel wants to drive home the relevance of heart disease and stroke with women and provide them with the tools necessary to make positive changes in their lives.”

With moms more likely to listen to their children than a marketing message, Becel® enlisted the help of elementary school students of an Ottawa public school to surprise their moms by reading aloud heartfelt letters explaining, in their own words, how well their mothers take care of them. The emotional live event created in partnership with the Heart and Stroke Foundation, was filmed for the campaign.

“Women put too much pressure on themselves and sometimes are so focused on the health and happiness of their family that their own health is sacrificed,” says Denise Rossetto, mother of twins and creative director at DDB Canada. “If a woman doesn’t look after herself, she may not be around for her family.”

Developed by DDB Canada’s Toronto office, the national integrated campaign, includes English and French versions of the spot “Love Letters,” an online video, entitled “It’s OK Mom” that people can personalize to encourage a mom and share with their social networks, and digital advertising, which is being supported with public relations and a blogger outreach program. To learn heart healthy tips, get a behind-the-scenes look of the commercial and read the children’s love letters, consumers can visit the campaign site: Becel.ca/EncourageAMom.

The campaign is the result of collaboration between Becel’s agency partners, with DDB Canada’s Toronto office responsible for the strategy, mass, digital and social executions, working closely with DDB Canada Montreal (French adaptation), Edelman (public relations and social media), Mindshare (media), Integrated (shopper marketing) and Ariad Communications (eblast), in partnership with Sapient who is responsible for Becel.ca.

The “Love Letters” TV spot launched on January 21, 2013, followed by cinema and digital campaign elements in market the first week in February for Heart Month.

DDB Canada has partnered with Unilever Canada as Becel’s agency of record since 2009.

The College for Creative Studies “Talk to your kids about art school” campaign plays up the duality of this relationship by mimicking anti-drug PSA's. Young artists are addicted, they spend hours and hours perfecting their craft. They can't help themselves. Their parents are generally less enthused with their child's artistic aspirations, wishing they'd go to school to become a doctor or a lawyer instead.

Credits:
College for Creative Studies
Advertising Agency: Team Detroit, Detroit, USA
Chief Creative Officer: Toby Barlow
Executive Creative Director: Gary Pascoe
Art Directors: Vic Quattrin, Brandi Keeler
Copywriters: Joel Wescott, Maggie Cote
Photographer: Stock

Enjoy the Troy Polamalu Head & Shoulders "School of Deeper Learning" ad campaign with these three new ads. Master Troy Polamalu leads students on a journey into the world of Tai Chi, revealing some of the mysteries of the spirituality of shampooing in commercial above entitled "Spiritual Shampooing 101".

Below, Professors Troy Polamalu and Brett Keisel demonstrate the art of Spanish Air Guitar, delving into the deepness of facial expressions and the emotionality of proper fingering in the "Advanced Music Appreciation" spot. And lastly, the Intro to the Troy Polamalu School of Deeper Learning spot where he shows us his very own portrait of the Mona Lisa, correction the "Polama Lisa".

Credits:

Advertising Agency: Saatchi & Saatchi, New York, USA
Chief Creative Officer: Con Williamson
Creative Director: Michael Vaughan
Creative Director: Neil Levin
Executive Producer: Gregory Hall
Integrated Producer: Emily Deutsch
Art Director: Michael Vaughan
Copywriter: Neil Levin
Art Director: Elena Dulin
Copywriter: Aaron Alamo
Production Company: JH Årtists
Director: Zack Resnicoff
Director of Photography: Dan Stoloff
Executive Producer: James Hendershot
Line Producer: Penny Edmiston
Editing House: Hooligan
Editors: Peter Mostert, Kate Owen
Assistant Editor: Stephanie Crane
Producer: Lauren Basile
Executive Producer: James Hendershot
Visual Effects: Tanq
VFX Supervisor: Beth Fitzpatrick
Creative Director: Alex Catchpoole
Flame Artists: Jason Strougo
Executive Producer: James Hendershot
Production Company: Gifted Youth
Director: Ryan Perez
Director of Photography: Andrew Davis
Executive Producer: Dal Wolf
Line Producer: Anthony Ficalora
Editor: Caleb Swyers
Producer: Anthony Ficalora
Executive Producer: Dal Wolf

One of the sites chosen as part of the green cultural routes program organized by the Culture Ministry’s Directorate of Museums, Exhibitions and Educational Programs Department was Aristotle’s Lyceum. The tour, which introduced attendees to new and exciting information about life in ancient Greece, was led by the head of the Third Ephorate of Classical Antiquities, Eleni Banou.

The Lyceum, located between the Officers Club, the Athens Conservatory and the Byzantine Museum, is poised for its grand opening. The display areas are ready, the information signs are up and the site is officially waiting for visitors. Those passing the well-tended 11,000-square meter grounds on the Culture Ministry’s tour asked Banou when the ancient philosophy school would be ready. Some of them managed to sneak in through the door on the Vassilissis Sofias side of the site to take in the ancient lyceum from up close.

The Lyceum (first brought to light by archaeologist Effi Lygouri in 1996), was an overgrown suburb of ancient Athens named after a nearby temple dedicated to Apollo Lyceus. The archaeologists of the Third Ephorate of Classical Antiquities, which is responsible for the site, want it to become a part of Athenians’ everyday life, a place where visitors can take a walk, rest or read.

However, a date for its formal inauguration has not been set yet, though it is slated to take place within the next couple of months, before the end of summer.

Author: Iota Sykka | Source: ekathimerini [June 03, 2014]

The newest Target commercial created by Wieden+Kennedy entitled "Color Changes Everything"(filmed in Buenos Aires in la plaza de San Martin) is great, but the Target ad featuring Adele's song Rolling In The Deep sung on a school bus even better....if you like Adele, and who doesn't right now?
The young lady singing is Denise from PS22 School Chorus (Staten Island, NYC). The school chorus was featured at the end of last year's Academy Awards.

Credits:
Agency: Wieden + Kennedy New York
Client: Target
Executive Creative Director: Susan Hoffman
Executive Creative Director: Mark Fitzloff

Creative Director:
Ben Hughes
Creative Director:
Julia Leach
Copywriter:
Andrew Jasperson
Art Director:
Mathieu Zarbatany
Head of Content Production:
Gary Krieg
Executive Producer:
Temma Shoaf
Producer:
Alison Hill
Product Producer:
Jen Hundis
Director of Business Affairs:
Sara Jagielski
Production Company:
Smuggler
Director:
Filip Engstrom
Executive Producer/COO:
Lisa Rich
Executive Producer:
Allison Kunzman
Line Producer:
Tim Kerrison
Director of Photography:
Crille Forsberg
Editorial Company:
Final Cut
Editor:
Jeff Buchanan
Post Producer:
Viet-An Nguyen
Post Executive Producer:
Lauren Bieiweiss
Editorial Assistant:
Betty Jo Moore
VFX Comapny:
The Mill
VFX Lead Flame:
Iwan Zwarts
VFX Supervisor:
Iwan Zwarts
VFX Supervisor:
Adrian Hurley
VFX Flame Artist:
Keith Sullivan
VFX Flame Artist:
Melissa Graff
VFX Flame Artist:
Jeff Robins
VFX CG Artists:
Boris Ustaev
VFX CG Artists:
Naotaka Minami
Producer:
Charlotte Arnold
Telecine Company:
CO3
Colorist:
Tim Masick
Mix Company:
Heard City
Mixer: Philip Loeb
Sound Designer: Philip Loeb
Producer: Gloria Pitagorsky
Song: Allouette
Artist: The Delta Rhythm Boys

Kmart knows how to communicate with kids in its latest ad that features a group of kid rappers called Da Rich Kidzz. Da Rich Kidzz, are a group of kid rappers from Minneapolis ranging in age from 10 — 13 years old, who have teamed up with Kmart and Shop Your Way to make a hip-hop music video all about riding their school bus back-to-school in style.

See more of the great work ad agency Draftfcb has been doing for Kmart lately, including the "Ship my Pants" and "Big Gas Savings" commercials here and here, and if you haven't seen Kmart's Yo Mama Joke's ad yet it's worth the view here.

Credits:
Creative Advertising Agency: Draftfcb, Chicago
Music: "My Limo" was rritten by Big Wiggles and Da Rich Kidzz

Ontario students launch "Stick It To Fast Food" campaign and urge everyone to join the fast food boycott.

See all the posters, logos and banners from the Stick It Shout page.
I'll give these kids credit for having the courage and the smarts to start this campaign, but it's going to be challenging...as I was reading more about the Stick It campaign and found myself reading the article Helen Branswell of The Canadian Press News wrote on the CTV News website, I couldn't help but laugh at the advertisement that displayed, image below.

Here is the Who, What, Why and How the Stick It To Fast Food Campaign came to be (from their website)
WHO
A collaborative effort by high school students across Ontario, the Ontario Student Trustee Association (OSTA-AECO) and Key Gordon Communications, a Toronto-based Design firm.
WHAT
Social media driven fast food boycott and awareness campaign.
WHEN
Boycott = November. Uncooling fast food = forever.
WHERE
Today, Ontario. Tomorrow, across the globe.
We know what you’re thinking: who the hell designed this campaign? That logo, it’s so obscene! Yeah, it’s a little crude, but that’s exactly how we wanted it to be. That’s why you’re here isn’t it? That’s why it grabbed your attention. That’s also why it empowers individuals and helps to un-cool something that should have been un-cooled a long time ago.

The Stick It logo was developed by the guys at Key Gordon Communications. Stick It was designed to grab attention with its racy logo and simplify the too often conflicting health messages directed at today’s youth. The quality of the food you eat matters. It’s not the only thing that matters, but it is freaking important. It really shouldn’t take a team of scientists to figure out that fast food isn’t good for you to eat everyday. You’re better off bringing a lunch.

In May, 2012, Grant Gordon, Founder of Key Gordon, was invited by the Ontario Student Trustees` Association (OSTA-AECO) to speak at their annual conference. This group of peer-elected super-students represent Ontario’s 2.4 million students and bring the student voice to the Ministry of Education, school boards, and education-stakeholders. Grant’s passionate remarks about the food industry and the health problems related to poor eating habits inspired the students. They asked Grant how they could make a difference. Grant shared the germ of an idea – the badass logo.

The student trustees were immediately engaged. Key Gordon was flooded with emails!

So Grant and OSTA-AECO began to collaborate on the idea for a boycott of fast food and soon the campaign was born. The Stick It to Fast Food campaign is simple, clear and has an achievable goal: to empower youth to take care of their health through cooking for themselves and swearing off fast food junk. We don’t want to ban fast food but we do want it to be ‘de-normalized’. Too many people eat it everyday.

We’re pretty stoked about how it worked out. It’s student driven, it’s grassroots, and it developed organically – just the way an activist campaign should. Only this one has a sweet logo and website.

More about Stick It To Fast Food on their website and Facebook page HERE and HERE.

The US president Barack Obama has warned the American teenagers against rash use of social network Facebook.

Nicole Kidman, Gabrielle Union, Julianne Moore, baseball legend Willie Mays and more of Hollywood’s brightest are lending their voice to Futures Without Violence’s new Respect Challenge in a new PSA ad campaign.
Press:

Nicole Kidman credits her parents. America Ferrera thanks her fifth grade teacher. And Willie Mays recognizes the impact of his father. To kick-off an online campaign and contest called The Respect Challenge, the national nonprofit Futures Without Violence has produced a PSA that features top celebrities expressing their gratitude to a person who taught them a valuable life lesson — a lesson in Respect.
The PSA, a key ingredient in the national Facebook campaign which launches on Monday, September 10, features responses from such VIP talent as Nicole Kidman, Ed Harris, Julianne Moore, Gabrielle Union, America Ferrera, Joe Torre, and Willie Mays. Aretha Franklin’s iconic song, “Respect,” provides the soundtrack for the video. The PSA will also be available on Facebook, futureswithoutviolence.org, giverespect.org. and YouTube.
“There’s never been a better time for a national conversation about Respect,” says Esta Soler founder and president of Futures Without Violence. “Whether you’re on the political campaign trail, or just headed back to middle school, let’s stand up to bullies and remind them about Respect.”
The interactive Facebook campaign, designed to celebrate everyday role models and heroes, provides an opportunity for the public to write an online thank you note, or post a thank you video about the person who taught them Respect. Two lucky entrants will earn a donation of $10,000 to a school or nonprofit organization of their choice, as well as a VIP trip to New York City to attend the Macy’s Thanksgiving Day Parade. After the initial entry period (September 10 – October 12), fans will be invited to vote on 10 finalists who have submitted a compelling written note or a video.
Scheduled for an online launch on Monday, September 10, The Respect Challenge was introduced at the San Francisco Giants vs. Los Angeles Dodgers game on Sunday, September 9, when the Giants hosted their annual program, Strike Out Violence Day. Baseball legend Willie Mays, featured in the PSA, made a special appearance during the festivities.
Futures Without Violence, a national nonprofit and social change organization with offices in San Francisco, Washington DC and Boston, created the campaign with the generous help of AKQA, one of the most-respected ideas and innovation agencies in the world. AKQA’s San Francisco Media team not only provided strategic consultation but secured more than $400,000 in donated online advertising space for the campaign and contest.
Wildfire, a division of Google, and a leading social media marketing software provider, also volunteered their services to design and implement the Facebook application, and America Online’s in-house creative team offered their services to create compelling online banners and advertising units.
Macy’s, the founding partner of the RESPECT! campaign, has a strong history of support for education and awareness programs that promote positive solutions for healthy relationships.
“We hope that the positive stories generated through this campaign will remind us of the life-changing role that parents, teachers, coaches, and so many other mentors can have on shaping young lives,” said Martine Reardon, Macy’s Chief Marketing Officer.

ABOUT FUTURES WITHOUT VIOLENCE:For more than thirty years, Futures Without Violence has been working to promote healthy relationships and safe communities that are rooted in respect. Our educational programs, leadership training and public action campaigns reach parents, teachers, coaches and mentors, as well as legislators, physicians, judges and service providers who are influential in shaping the lives of young people.To learn more, please visit us at Futures Without Violence.org.
ABOUT THE RESPECT CAMPAIGN:RESPECT! is a social action campaign to raise awareness and engage individuals from all walks of life in positive solutions to end and prevent violence. The RESPECT! Campaign is an initiative of Futures Without Violence, and Macy’s is the Founding National Partner.

Credits:
Agency/School: Mohawk College, Hamilton, Canada
Copywriter: Kurtis Martin
Art Director: Stephen Sandian
Photography: Kurtis Martin and Stephen Sandian

Feeling adventurous? Well now you can let Virgin pick your next vacation destination.
Instead of booking a trip, you can book a weather. Yes, a weather, because that's what more often than not can ruin even the most well-though-out perfect vacation. Weather you're going somewhere windsurfing and you're in need of wind, a skiing holiday and you need snow (obviously) and minus degrees or a beach bum looking for sun — this is what you need.
Although, this would appeal to the more adventurous traveler or the one that doesn't really have a specific destination in mind. Technically it's very simple. Virgin would scan the weather forecasts right up until your departure date and take you as far as your money stretches in order to also provide you with the perfect weather to match your soon-to-be perfect vacation.

Credits:
Advertising School: Miami Ad School, Hamburg, Germany
Instructors: Tara Lawall
Art Director: Glen Hansen
Copywriter: Otilia Dobrea

What happens when old school goes head to head with new school in a battle of speed and wits? Leonard Nimoy takes on newbie Zachary Quinto and his all-new Audi S7 in the latest web film ad that get's all Spock vs Spock a la Star Trek on us.

Credits:
Creative Ad Agency: PMK-BN
Directorial Team: Paulilu

There's chickens, black light grossness and an cornical math notes in Capital C's latest for Toshiba directed by Aleysa Young of Untitled Films and edited by Marco Pazzano, Panic & Bob. Capital C has tapped into dorm life to launch a new online ad campaign for Toshiba laptops, desktops and tablets.
Consisting of 3 videos, display ads and a Facebook contest, the campaign is aimed at young adults that are outfitting themselves for the upcoming year. The videos show the utility of Toshiba products and how they make campus life easier. In one commercial, for example, it shows how Toshiba’s All-in-One desktop with gesture control can come to the rescue when you’ve been plastic wrapped to your bed in a dorm room filled with live chickens.

“We wanted to showcase the innovative features of Toshiba products in a way that would really resonate with our audience,” says Sherry Lyons, VP Corporate and Marketing Communications at Toshiba of Canada Limited. “Humour is great way to educate and entertain viewers at the same time.”

Another video finds two students checking out their new dorm room CSI-style with a USB-powered black light — promoting the Toshiba Satellite P-series laptop’s ability to power and charge USB devices even when the laptop is closed.

The final commercial shows how the Toshiba Excite Write tablet has the ability to convert handwriting and drawings into notes you can save and share when one student inadvertently sends his roommate a sketch of him posing heroically as a muscular centaur.

“We really tried to capture insights about life on campus. Like how disgusting a dorm could actually be or how well do you really know the guy you’re rooming with,” comments Gary Watson, Executive Creative Director, Capital C. “We focused on the product itself and built storylines around those features. It just so happened that they inspired some fun thinking.”

The videos were directed by Aleysa Young of Untitled Films and edited by Marco Pazzano of Panic & Bob, both who were chosen for their experience working on youth-oriented brands with a comedic slant.

Complementing the online videos is a Facebook contest where people can not only win the Toshiba products featured in the videos but gag gifts inspired by the campaign. “We really wanted to make sure the social initiative felt like it was coming from the same place, with the same sensibility,” adds Gary Watson. “So, not only can you win the products in the ads, you can also win a USB-powered black light and rubber chickens.”

Credits:
Client: Toshiba of Canada Limited
Campaign: Back to School
Spot Titles: "Chicken Prank", "Black Light", "Math Notes"

Agency: Capital C, Toronto
Executive Creative Director: Gary Watson
Art Directors: Gary Watson, Stephen Sandian (Black Light)
Writers: Gary Watson, Kurtis Martin (Black Light)
Agency Producers: Margaret Callaghan, Shireen Shah
Account Service: Jason West, Martha Bushell, Will Dell
Production Company: Untitled Films, Toronto
Director: Aleysa Young
Executive Producer: Estelle Weir
Producer: Robbie McNamara
Cinematographer: Bobby Shore
Editing: Panic & Bob, Toronto
Editor: Marco Pazzano
Casting: Stephen Mann Casting
Online: Crush
via: Shannon Stephaniuk @ Glossy

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.”