Cheil London has created a campaign for the Women’s Equality Party (WE) to highlight and illustrate the rise in rape and sexual violence against women in the capital, and mark the Million Women Rise march across London on Saturday, March 5.
The hashtag campaign #WEcount is asking women to take a photo of their hand with the location (postcode, street name or tube station) in London and mark a live map with the date and time they experienced an incident of sexual violence or harassment, to build a comprehensive picture of the scale of the problem and to serve as a visual reminder that rape and sexual violence is far too common.
On the map, the iconic Google drop pin is transformed into an exclamation mark and coupled the message ‘It Happened Here’. The results will be used by the Women’s Equality Party in its campaign to end violence against women.
Cheil London’s campaign also includes this short film following the story of rape survivor Pavan Amara who used her experience to set up the My Body Back Project to support rape and sexual assault victims in London. The film is directed by Lucy Luscombe through Caviar.
Caitlin Ryan, Cheil’s executive creative director, said: “It has been a privilege to work on this important campaign. It is an issue that has been hidden for far too long and we are delighted to be the agency that is bringing it to the public’s attention.”
CreditsClient Women’s Equality Party Agency Cheil London Caitlin Ryan, Malcolm Poynton, executive creative directors; Cat Davis, chief growth officer; Nana Bempah, head of content; Kevin Durley, Alex Budin, creative technologist. Productiion Caviar Lucy Luscombe, director; Benjamin Thomas, DP; Beth Montague, producer; Camille Wallace, digital producer. Editorial Kevin Morosky, editor. Design Line Otto, designer. Animation Sanjai Dave, animator. Postproduction Absolute Post
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More