Continuing their partnership to combat the mental health crisis among America’s youth, the Ad Council and McCann New York have released the latest installment of the “Sound It Out” campaign which focuses on helping parents and caregivers have meaningful conversations with their kids about emotional wellbeing.
The new work, “Listening is a Form of Love,” focuses on the important role parents and caregivers play in supporting young people’s emotional wellbeing and is supported by new data from Surgo Health’s Youth Mental Health Tracker. The survey highlights that: 55% of youth (ages 10-24) report mental health struggles; and one in five youth report symptoms of depression, and one in four report symptoms of anxiety.
The film includes an interactive digital experience that invites parents to practice “holding space” by pressing the space bar to listen to kids sharing what they wish their parents could hear, in their own words. Along with this literal interpretation of the active listening the campaign encourages, the website also gives valuable tools to help parents and caregivers be better listeners, and in turn, better support their kids.
There is also this 60-second PSA–directed by Alex Fischman Cardenas via Greenpoint Pictures–which underscores the power and importance of listening to your loved ones.
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Credits
Client Ad Council Anna Rodriguez, VP, campaign director; Deborah Leiter, SVP, group campaign director; Meghan Moloney, London Boyd, campaign managers. Agency McCann Shayne Millington, chief creative officer; Brian Steele, Daniel Prado, SVPs, group creative directors; Sam Altman, sr. copywriter; Lyns Descardes, sr. art director. Lucien Etori, chief strategy officer, McCann NY; Joe Calabrese, chief production o fficer, McCann NY; Tyler Neely, Olivia Whyte, sr. producers; Colleen Dahlstrom, sr. music producer. Production & Postproduction Greenpoint Pictures Alex Fischman Cardenas, director; Amalia Bradstreet, line producer; Mike Broome, DP; Ben Schwaeber, editor; Lexy Leeds, sr. post producer; Mikey Rossiter, colorist. Digital Production Viget Nathan Schmidt, Nathan Long, sr. UI developers; Owen Shifflett, art director; Carolyn Hack, platform developer; Nevin Morgan, sr. dev ops engineer. Music Racket Club Nick Crane, creative director/composer; Adrian Womack, sr. creative producer. Spanish Translation Casanova Julia Hernandez, management supervisor; Cesar Davila-Irizarry, copywriter; Elias Weinstock, VP executive creative director.
Daniel Warwick directed and teamed with producer Jakob Rühle to conceive of and develop this short film titled Ritornerai (Italian for “you will return”).
“Three days before an actual commercial shoot, my producer [Rühle] and I realized that we had a camera, a location, an actor, a pair of Lederhosen and a few beers to brainstorm,” Warwick said. “Suddenly my producer yelled ‘Objectophelia’ and the idea was born.”
Known for his big and bonkers, epic visual storytelling, Warwick’s Ritornerai--albeit more meditative than some of his other work--does not disappoint. It is a wholly original and offbeat story with an exquisite scenic backdrop that leaves plenty of room for interpretation.
Filmed in the Italian Dolomites, Ritornerai features a man in Lederhosen who appears from behind a bush and enters a Grand Hotel where he begins to touch the beautiful haptics and textures of the whole place. Seemingly overtaken by objectophelia, we observe him enjoying the sensory experience deeply and emotionally. He enters the big ballroom and sits by the piano where he utters the film’s only line, “Ritornerai.” He approaches a giant painting of a landscape and eventually we discover that he is actually in the painting.
“Ritornerai has inspired many different interpretations,” said Warwick. “People let their minds wander a bit. Love it or hate it, I really like that it doesn’t want anything from you. For that reason, maybe it’s a little more artful because people can take away whatever they want.”
The production company on Ritornerai was Zauberberg Productions. Director Warwick is handled by production house O Positive for commercial representation in North... Read More
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