This film titled “The Red Plague” promotes the “Period Piece PSAs” campaign for which agency TBWAChiatDay LA partnered with PERIOD, a worldwide youth-fueled nonprofit organization that strives to raise awareness of and eradicate period poverty, a global issue.
Period Action Day took place last Saturday (10/9) where rallies across the country took place. With the support of PERIOD, Gov. Gavin Newson signed a bill that California public schools and colleges were required to provide restrooms with free menstrual products, marking the latest state to adopt affordable access to menstrual products and achieve menstrual equity.
Leveraging the insight that period poverty is old fashioned and it’s like living in the old ages, “Period Piece PSAs” taps period actors, activists, influencers and comedians including Drunk History’s Sarah Burns, Les Mis actor Nick Cartell, Black Lady Sketch Show’s Nay Nay Kirby, actress Yvette Nicole Brown, comedians Thanyia Moore and Ryan Asher, The Period Expert and TikTok influencers including Dr. Jennifer Lincoln, who look to create films on social (TikTok and IG) to lean into the shocking reality that it is 2021 and period poverty should be a thing of the past.
These parody-style monologues teach people about period poverty all based in 17th through early 19th century wardrobe using #PeriodPiecePSA. The campaign features a toolkit for anyone to join in on the movement.
To fuel interest in the campaign and the issue it addresses, TBWAChiatDay LA’s Kristi Lira and Emma Zakes Green co-directed “The Red Plague” via the agency’s in-house operation. (Green is an alum of SHOOT's 2018 New Directors Showcase.)
CreditsClient PERIOD Agency TBWAChiatDay LA Renato Fernandez, chief creative officer; Bruno Regalo, head of art & design; Tescia Deak, creative director; Kristi Lira, Emma Zakes Green, sr. creatives, copy; Irene Li, sr. creative art; Riri Tamura, jr. creative, art; Nebraska White, Yashashree Samant, jr. creatives, copy; Janni Widerholm, social creative lead; Jen Costello, chief strategy officer; Christine Song, associate director of connections; Hannah Schweitzer, jr. strategist; Anh-Thu Le, director of production; Max Watkins, associate producer; Alessandra Horn, craft production manager. Live-Action Production TBWAChiatDay LA In-House Anh-Thu Le, director of production; Max Watkins, editor; Alessandra Horn, craft production manager; Kristi Lira, Emma Zakes Green, co-directors; Mitch Story, DP; Cullen Heron, sound technician. Cast Brenan Dwyer, Tony Torrico, principal actors.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More