Directed by Brent Bonacorso of Tool for agency CP+B and client Hotels.com, this film is part of a Vacation Equality Project initiative (http://www.vacationequalityproject.com/) looking to establish a guaranteed minimum amount of paid vacation for American workers.
Through messages written/sculpted in beach sand, we learn that America is the only advanced economy with no guaranteed minimum vacation time for its workers. In fact, 1 in 4 American workers in the private sector does not have any paid time off. This equates to 28 million people who are missing out on all of the benefits of a vacation.
Hotels.com is deploying this film to help build momentum and gather signatures for a petition to Whitehouse.gov asking that overworked and under-vacationed Americans get a minimum amount of paid vacation time in order to stay healthy, focused and productive. A postcard campaign to The House of Representatives has also been initiated.
CP+B believes this initiative has similar potential to the successful Small Business Saturday campaign, which the agency created in partnership with Digitas for American Express.
Credits
Client Hotels.com Agency CP+B Dan Donovan, VP/executive creative director; Andrew Lincoln, Matt Talbot, VPs/creative directors; Hemant Jain, sr. copywriter; Ben Smith, sr. art director; Matt Lowber art director; Kate Hildebrant, VP, director of video production; Annie Turley, integrated producer, video; Jesse Jones, VP, group executive producer, integrated; Dan Corken, sr. producer, interactive; Adam Barger, content supervisor; Kimmy Cunningham, content manager; Brian O’Connell, sr. cognitive anthropologist; Jason De Turris, VP, group planning director. Production Tool of North America Brent Bonacorso, director; Oliver Fuselier, Robert Helphand, exec producers; Joshua Greenberg, producer; Dustin Callif, managing partner, digital; Chris Neff, exec producer/digital; Joy Kuraitis, head of digital; Bartek Drozdz, creative director, tech; Michael Sevilla, creative director, design; Yuee Seo, designer; Norma Kwee, sr. digital producer. Post/Editorial/VFX Plus Productions, Boulder, Colo. Chadwick Shoultz, editor/colorist; Joshua Thiel, clean-up artist; Lennon Barnica, post producer; Nathan Folbrecht, jr. post producer. Audio Post Sonic Union, New York Steve Rosen, mixer. Music JSM Music Joel Simon, Koki Sito, composers.
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
