Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film–“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga–references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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Credits
Client Diageo Product/Brand Johnnie Walker Agency AlmapBBDO Marco Giannelli, aka Pernil, chief creative officer; Fernando Duarte, Henrique Del Lama, executive creative directors; Bella Eger, Renata Carignani, Yasmin Oliveira, creatives; João Gabriel Fernandes, chief strategy officer; David Gross, Erika Moulin de Souza Pires, Flávia Fernandes Antoniolli, Isabela Craveiro Crajoinas, Ana Cecilia Carvalho Rodrigues, strategy; Marcela Ramos, Mariana Queiroz Silva, content; Rafaela Alves, chief data media officer; Renata Caovilla, Amanda Siqueira, Nathalli Nascimento, Cauan Araujo, Luan Menon, media team; Diego Villas Bôas, Vera Jacinto, Marcia Granja, producers. Production Company Surreal Hotel Arts Lu Villaca, director; Alex Vecchi, DP; Akassia Goncalves, 1st AD; Sandro Galvao, Steadicam; Carlão Busato, CCO; Cris Chacon, COO; Milena Trindade, executive director; Mafe Cicaroni, head of production; Bruno Cerqueira, head of creative; Carol Fernandes, Deinha Lopes, heads of postproduction; Karina Ambaile, line producer; Luana Demange, art director; Gabriela Reis, costume designer; Ana Carolina Duraes, location producer; Ana Alegretti, Bruna Brito, Beatriz Prado, coordination of production; Luis Michelazzo, creative director; Alex Ulhoa, Vitor Matheus, Victória Silva, Sol Ômigra, creative and research team; Leandro Ferreira, video editor; Marcos Camurati, finishing editor; Victor Cohen, editor; Igor Luiz, editor assistant. Color Bleach Diego Morone, VFX. Audio Production Cabaret Leticia Medeiros, music producer & finishing; Guilherme Azem, composer; Gab Scatolin, mixing. Alice Braga Staff Rita Lazzarotti, stylist; Mario Marques, makeup
This long-form spot for RWJBarnabas Health--directed by The Hudson Dusters of Greenpoint Pictures for ad agency StrawberryFrog--takes us to New Jersey families in the places and moments that matter most during the holidays. As the largest healthcare provider in the state, RWJBarnabas Health aims to show up in the everyday spaces where people already gather.
Lensed in Nutley, Clifton and Montclair, the film for the “Jersey Spirit” holiday campaign uses a local cast of New Jerseyans to convey authenticity.
“With this campaign, we wanted to bottle up the spirit of New Jersey during the holidays--the humor, the hustle, the heart,” said Tyler DeAngelo, chief creative officer at StrawberryFrog. “Every story told, from ordering Taylor Ham at a diner to sitting around Nonna’s table for the seven fishes, is a celebration of the traditions that make this state so uniquely vibrant. RWJBarnabas Health plays a central role in helping our communities live those long, connected, meaningful lives. This campaign celebrates that spirit with warmth, nostalgia and just the right amount of Jersey attitude.”
In a joint statement The Hudson Dusters shared, “The holidays are the best time of the year in the tri-state. From the city decorated to a tee and everyone out in the streets bundled up to Jersey, where they decorate their homes and towns to the nines. The excitement is in the air at businesses, homes and diners. We loved creating an authentic spot for the folks of Jersey, some of the most prideful people in the country, who keep holiday tradition alive in a major way. We wanted the characters to be real. If you live in Jersey, you know them, they’re you, your neighbor, or at the diner down the block from you. We wanted it to be relatable and... Read More
