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Leo Burnett, MSLGROUP Team On Purple Purse Initiative For Allstate Foundation

By

Robert Goldrich
Monday, Jun. 26, 2017

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Allstate Foundation’s Purple Purse 2017 campaign launches with a powerful new social experiment-based short film, Lost Purse, that provides the public with a look into the life of a domestic violence victim through a purse she’s left behind in a Lyft. “Lost Purse” was directed by Andrew Lane, the hidden camera expert, via Rival School Pictures.
 
The film, created by Leo Burnett Chicago and MSLGROUP Chicago, shows how real people respond when directly confronted with domestic violence and financial abuse. The participants’ reactions illustrate how we, as a society, think, talk and ultimately act when faced with this issue. By depicting real efforts to help a victim in need, viewers are encouraged to ask themselves, “What would I do in this situation?” 

The Purple Purse initiative is partnered with tennis champion, entrepreneur and philanthropist Serena Williams.

Credits

Client The Allstate Foundation Agency MSLGROUP Chicago/Leo Burnett Britt Nolan, chief creative officer; Mikal Pittman, Jon Wyville, Dave Loew, EVPs, executive creative directors; Donna Foster, Kristen Schwanz, associate creative directors; Veronica Puc, head of production; Denis Giroux, group executive producer; Leah Karabenick, sr. producer; Alec Stern, music producer. Production Rival School Pictures Andrew Lane, director; James Blom, exec producer; Megan Donnelly, DP; Chris Lettley, producer. Editorial Whitehouse Post Matthew Wood, editor; Steve Kroodsma, assistant editor; Lauren Connolly, post producer. VFX & Color Filmworkers Jeff Altman, colorist; Jeff Charatz, VFX; Derek Goldsmith, post producer. Audio Another Country Tim Konn, exec producer; John Binder, sound engineer. Music Nylon Studios Lydia Davies, composer.

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