This is one in a new series of online videos with “old wives” debunking the seven myths of diesel. In this installment, the myth that a diesel has to be loud is proven to be unfounded as the VW Diesel Passat is so quiet that one of the “golden girls” insists that the engine must be off–when it’s actually on.
Eric Schotz of LMNO Productions directed for Deutsch LA.
Client Volkswagen TDI Clean Diesel Agency Deutsch LA Pete Favat, chief creative officer; Todd Riddle, executive creative director; Jerome Austria, digital executive creative director; Heath Pochucha, Tom Pettus, group creative directors; Alice Blastorah, art director; Shiran Teitelbaum, William Sawyer, copywriters; Vic Palumbo, director of integrated production; Erik Press, executive integrated producer; Win Bates, integrated producer; Colin Drummond, chief strategy officer; Brendon Volpe, sr. digital strategist. Production LMNO Productions Eric Schotz, director; Ed Horwitz, exec producer. Editorial Union Editorial Paul Plew, editor; Otto Mertins, assistant editor; Michael Raimondi, president. Post Resolution Audio/sound studio Resolution Logan Aires, producer; Milos Zivkovic, mixer
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
