Martin Krejci of Stink Productions directed this U.S. Postal Service spot in which a young girl sees a hippopotamus and is immediately smitten. Her parents pick up on that and rely on the postal service to deliver hippo-themed surprises ordered online to delight their daughter–until she becomes infatuated by another member of the animal kingdom.
The spot is part of a campaign from McCann New York which underscores that the USPS delivers more e-commerce packages during the holidays than anyone else–roughly 16 billion cards, letters and packages.
Credits
Client United States Postal Service Agency McCann New York Eric Silver, North American chief creative officer; Tom Murphy, Sean Bryan, NY chief creative officers; Patrick Clarke, executive creative director; Lizzie Wilson, sr. art director; Tali Gumbiner, sr. copywriter; Tori Nygren, copywriter; Nathy Aviram, chief production officer; Donna McCracken, sr. producer. Production Stink Productions Martin Krejci, director. Editorial Big Sky Chris Franklin, editor. Visual Effects Big Sky VFX Ryan Sears, lead artist. Post Company 3 Tim Masick, colorist. Music “I want a hippopotamus for Christmas” by Gayla Peevey Audio Post Sonic Union Steve Rosen, engineer.
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
