This spot features a talkative kid in the emergency room being tended to by a doctor for a skateboard injury. The youngster fires off questions to his physician, who is at the ready with answers.
The lad wants to be sure he’s in good hands so he challenges his doctor to see if he has the right stuff. It’s akin to a mini-job interview with the doctor indeed up to the task at hand.
Jeff Bitsack of humble directed for agency Lewis Communications, which maintains offices in Birmingham, Mobile and Nashville.
Credits
Client Stony Brook Children’s Hospital Agency Lewis Communications Spencer Till, executive creative director; Stephen Curry, creative director; Cedrick Bearss, copywriter; Jason Headrick, Jason Bickell, art directors; Keith Dezen, producer. Production humble Jeff Bitsack, director; Eric Berkowitz, Persis Koch, Ned Brown, exec producers; Andrea Papazoglou, head of production; Mark Kovacs, producer. Editorial humble Jonah Oskow, editor; Jason McConville, assistant editor; Sue Romweber, head of post; Jake Guttormsson, 2D. Post Nice Shoes Lez Rudge, colorist. Audio Brooks Audio Barry Brooks.
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
