For the first time, a young man, Daniel Parinas, invites his friends to meet his family at a get-together fueled by a “recipe for magic”: Pancit, oxtail and ice-cold Coca-Cola.
This “Like Family” film for Coke out of Ogilvy New York and Hogarth New York depicts the joy of family and friends coming together for the first time. The music too is part of the celebration–created by Yessian Music, with Samuel Bellingham and Jeff Dittenber serving, respectively, as composer and director of sound design.
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Credits
Client Coca-Cola Agency Ogilvy New York Peter Nordstrom, Jonathan Yurek, creative directors; Laura Ting, associate creative director. Production Agency Hogarth New York Tania Sethi, chief production officer; Dena Lenard, Bronwen Lonsdale, executive producers. Music & Sound Design Yessian Music New York Samuel Bellingham, composer; Jeff Dittenber, director of sound design; Trevor Skerbe, additional sound design; Marlene Bartos, managing director/exec producer; Jerry Krenach, global head of creative development; Matt Nelson, exec producer; Jessica Glowacki, associate producer; Brian Yessian, chief creative officer; Michael Yessian, head of production. Audio Post Vinyl Mix, New York Weston Fonger, mixer; Angelina Powers, audio post producer; Marlene Bartos, managing director/exec producer.
Brazilian cosmetics company O Boticário has launched its Christmas campaign with a five-minute short that seeks to spark reflection on intra-family stress and the impact that words can have on our closest relationships. The inspiration came from a poll sponsored by the brand, conducted by consulting firm On The Go. The results revealed that 86% of Brazilians have been the victims of family bullying, but just 17% of them discuss the issue openly.
The film, created by AlmapBBDO, São Paulo, and directed by YOUTH of production company THE YOUTH, portrays the scenario laid out in the poll: the commonest kinds of family bullying are related to comments about physical appearance (50%) and comparisons between relatives (80%). We meet Camila, a young woman who flips through an album of Christmas photos only to be reminded of harsh comments from loved ones--especially her godmother, whose jabs about her body and appearance cast a shadow over family gatherings and wound up reinforcing rigid beauty standards.
“It’s not an easy topic to approach, and that’s why it’s so necessary,” explained Carolina Carrasco, director of branding and communications for O Boticário. “With this campaign, we’re able to reinforce just how important positive words can be, especially since 71% of people who’ve been bullied believe that affectionate gestures and comments can positively transform family relationships. That’s why we’d like to invite people to show their love out loud, and to leave marks of love.”
To encourage those behaviors and show the power of words this Christmas, O Boticário has created the concept “Words leave marks--let them be of love.” The film shifts between past and present, moving toward reconciliation as it shows just how... Read More
