In the battle to keep us safe, sometimes the frontlines are in our own backyards. The latest campaign from McCann New York for the U.S. Army National Guard, “Hometown Heroes,” takes a cinematic approach to show prospective recruits that National Guard soldiers have the opportunity to serve by fighting increasingly dangerous enemies here at home, including fires and floods.
Directed by Henry-Alex Rubin of Smuggler for McCann New York, the two-spot campaign includes this piece, “Fire,” which at the outset looks like a trailer for a new war movie or video game. It’s then revealed that, in fact, what we’re witnessing is a demonstration of the U.S. Army National Guard at work. In “Fire,” we see soldiers battling the growing danger of a wildfire–saving families and protecting their community from danger.
The campaign features actual U.S. Army National Guard soldiers demonstrating the jobs they do while they simultaneously maintain careers, families and even go to school. After decades of conflict overseas, many prospective recruits are looking for a different way to serve their country. McCann New York’s “Hometown Heroes” creatively shows them that they can make a difference and save lives in their own communities by joining the National Guard.
Credits
Client U.S. National Guard Agency McCann New York Sean Bryan, Tom Murphy, co-chief creative officers; David Banta, executive creative director; Sherrod Melvin, group creative director/art director; Josh Grossberg, group creative director/copywriter; Nathy Aviram, chief production officer; James Lawson, producer; Mike Medieros, executive strategy director; Claire Stewart, sr. strategist. Production Smuggler Henry-Alex Rubin, director; Patrick Milling Smith, Allison Kunzman, exec producers; Leah Allina, producer. Editorial Work Editorial Kyle Valenta, editor; Erica Thompson, exec producer. Postproduction Framestore Murray Butler, executive creative director; Nick Fraser, sr. producer; Karch Coon, compositor; Tim Masick, colorist. Music JSM Music Joel Simon, CEO/CCO/co-composer; Sean Hayden, Jason Krebs, co-composers; Jeff Fiorello, exec producer; Norm Felker, Andrew Manning producers.
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
