As the world continues to battle COVID-19 and communities strive to get back to business, it is more important than ever to raise confidence in the safety of buildings and shared spaces. Lady Gaga, Jennifer Lopez, Michael B. Jordan, Robert De Niro, Venus Williams, Deepak Chopra and 17th Surgeon General Richard Carmona, among others, thus came together in a new integrated ad campaign to raise awareness about the importance of the WELL Health-Safety Rating, an evidence-based third-party designation to verify that a building or space has taken the necessary steps to prioritize the health and safety of their staff, visitors and other stakeholders. In this spot directed by Spike Lee, the celeb ambassadors encourage people to look for buildings and spaces with the WELL Health-Safety seal on their windows or doors to feel more confident in their decision to go inside.
This national advertising campaign, a first from the International WELL Building Institute (IWBI), a global authority on how we can use our buildings and communities to advance the health and well-being of the people inside, explains the importance of health and safety through building design and operations as well as organizational policy.
The campaign was developed by ad agency SWAT by Kirshenbaum, with the spot produced by Pony Show Entertainment.
Credits
Client International WELL Building Institute (IWBI) Tony Antolino, chief marketing officer, Delos (parent company of IWBI) Agency SWAT by Kirshenbaum Richard Kirshenbaum, CEO; Joseph Mazzaferro, partner, executive creative director; Woody Wright, Melissa Witkin, partners; Adam Pasulka, associate creative director; Jonah Kaner, head of digital; Winnie Ledu, Spencer Gabor, art directors; Tegan Mahford, executive producer. Production Company Pony Show Entertainment Spike Lee, director; Susan Kirson, Jeffrey Frankel, partners; Gareth Wood, head of production; Fern Martin, producer; Isiah Donte Lee, DP; Phillip Williams, production designer. Talent Partner CAA Brand Consulting Liz Gray, co-head. CAA Sports Dave Robertson. Editorial Lost Planet Mike Sobo, editor; Steven San Miguel, sr. cutting assistant; Casey Sincic, producer; Krystn Wagenberg, exec producer. Finishing Black Hole Post Tim Farrell, Joanne Ungar, Flame artists; Reginald W. Butler, Andre Sam, sr. designers/animators; Felix Cabrera, post producer; Isabel Gomez, associate producer.
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
