BBDO New York
Thu, 03 Dec 2020 17:26:46 GMT
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Touching Red Cross PSA by BBDO New York Inspires Hope with Music
The organisation hopes to appeal to viewers who are able to donate this year and help make a difference for those in need
Today, the American Red Cross Association launches a new campaign reminding us all that even in our darkest hour, there is always hope. The new brand film, entitled 'Piano', embodies the resiliency we’ve all displayed this past year, depicting how “The only thing a disaster can’t destroy is hope." The woman continuing to play piano amidst the ruins of her home is symbolic of how people have persevered through the many challenges of this past year.
The film, created by BBDO NY, features a custom-recorded rendition of Burt Bacharach’s 'What the World Needs Now', filling the moment with a beautiful message of love and healing.
The custom track was made possible due to the American Red Cross and music publishing company Primary Wave Music’s new 'giving back' partnership, launching with this project and providing the Red Cross access to the company’s extensive library of music catalogs, artists and other content without licensing fees. Moving forward, the Red Cross and BBDO will be able to create compelling campaigns with some of the best music, for free. Primary Wave houses the music of legends such as Whitney Houston, Bob Marley, Smokey Robinson, and Ray Charles among many other top artists.
The new PSA launches today, kicking off what is traditionally the biggest fundraising month for the American Red Cross. The organisation hopes to appeal to viewers who are able to donate this year to help make a difference for those in need.
Disasters happen year-round, even amidst a pandemic. Donations ensure that the Red Cross will always be there to provide help and hope to people affected by disasters both big and small.
Client
Client: American Red Cross
Title: 'Piano'
Agency
Creative Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
SVP, Creative Director: Anne Lac, Roberto Danino and Fred Kovey
SVP, Senior Creative Director: Eric Goldstein
Group Executive Producer: Alex Gianni
Producer: Reid Pierce
Music Producer: Julia Millison
Senior Business Affairs Manager: Kathy Bannon
Account Manager: Sam Henderson
Senior Strategic Planner: Alexandra Britt
Production
Production Company: Film47
Director: Douglas Avery
Executive Producer: Vic Palumbo
Line Producer: Mark Hankey
Director of Photography: Paul Meyers
Production Manager: Tony Finley
Production Designer: Jason Haugaard
Editorial
Editorial Company: Work Edit Ny
Editor: Adam Witten
Assistant Editor: Julian Laing
Head of Production: Alejandra Alarcon
Executive Producer: Erica Thompson
Telecine Company: Co 3 - Ny
Telecine Artist: Sofie Borup
Producer: Alexandra Lubrano
VFX Company: Method Studios Ny
Conform Flame Artists: Stephen Morris
Managing Director: Stuart Robinson
Executive Producer: Jesse Kurnit
Head of Production: Tsiliana Jolson
Sr. Producer: Bennett Lieber
Producer: Janine Conway
Music
Music Company: Primary Wave
Composer: Jon Levine and Sound
Manager: Jake Livingston
President of Brand Marketing: Jeff Straughn
Creative Marketing Manager: Sam Sklover
Audio Finishing: Heard City
Composer: Evan Mangiamele, Seth Phillips
Asst. Engineers: Ronnie Stapleton, Catherine Sangiovanni
Managing Director/Partner: Gloria Pitagorsky
Producer: Andi Lewis
Producer: Sasha Awn, Jackie James
Categories: Social, Corporate, Social and PSAs
BBDO New York, Thu, 03 Dec 2020 17:26:46 GMT
