SolarCity is featuring a new character in its just introduced “At Home With Ra” campaign: an ancient deity with the head of a falcon. The solar provider has teamed up with Arnold Worldwide and Ra, the Egyptian sun god, to remind everyone that a company with serious clean energy goals can still have a sense of humor. Ra is seen in this slice of life vacuuming around the house. However, the inhabitants have to make sure the falcon head doesn’t get too close to the nearby aquarium to snatch a possible snack.
Conor Byrne of Hungry Man directed the package of new SolarCity spots, capturing the vibe of a supernaturally routine world that Arnold had envisioned.
Credits
Client SolarCity Agency Arnold Worldwide Jim Elliott, chief creative officer; Pete Johnson, Wade Devers, executive creative directors; Sean McBride, group creative director; Nate Donabed, associate creative director/art director; Josh Kahn, associate creative director/copywriter; Sean Vernaglia, producer; Hillary O’Rourke, assistant producer. Production Hungry Man Conor Byrne, director; Kevin Byrne, managing partner/exec producer; Tyler Byrne, line producer; Scott Henriksen, DP. Editorial Cosmo Street, Aaron Langley, editor. Music/Sound Design Q Department Soundtrack Mike Secher, sound design/music. Post Finish Editorial, Zero VFX
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
