| Young Director Award, 2015 | ||
|---|---|---|
| CHARITY | CHARITY: NORTH AMERICA | SECOND PRIZE |
| Clio Awards 2015 | ||
| Film | Public Service: Short form (between one [1] minute and five [5] minutes) | Bronze |
| Innovative | Public Service: Innovative | Silver |
| CLIO Music - Use of Music | Use of Music - Licensed: 1-5 mins | Silver |
| LIA (London International Awards), 2015 | ||
| TV/Cinema/Online Film - Music & Sound | Use of Licensed Music | Silver Winner |
| Digital | Public Service/Social Welfare Campaign | Gold Winner |
| TV/Cinema/Online Film | Public Service/Social Welfare | Bronze Winner |
| Digital | Public Service/Social Welfare | Silver Winner |
| Digital | Viral | Gold Winner |
| Cristal Festival, 2015 | ||
| Online Video | Best nonprofit/NGO campaign | Cristal (Gold) |
| One Show, 2016 | ||
| Film | Non-Profit - Television / Television (Any Length) - Single | Silver Pencil |
| Film | Non-Profit - Online Films & Video / Online Films & Video | Bronze Pencil |
| ADC Annual Awards 2016 | ||
| INTEGRATED | - | Silver |
| ADVERTISING | TV / FILM: PUBLIC SERVICE / NON-PROFIT | Silver |
| DIGITAL | SOCIAL CONTENT: PUBLIC SERVICE / NON-PROFIT | Silver |
| AICP Next Awards 2016 | ||
| Viral / Web Film | - | The Winner |
Media: Ambient
Category: Public interest
Client: Ad Council
Airdate: March 2015
Ad Agency: R/GA/Los Angeles
Executive Creative Directors: Eric Jannon, Chris Northam
Senior Producer: Diego de la Maza
Head of Production: Kat Friis
Managing Director: Matthew Alland
Senior Digital Producer: Jon Hingston
Account Manager: Becky Smith
Group Account Director: Shawn Zupp
Global Chief Creative Officer: Nick Law
Production Company: Persuade + Influence/Los Angeles
Director: Danielle Levitt
Executive Producers: Edward Grann, Jerry Solomon
DP: Mike Berlucchi
Line Producer: Caleb Omens
Production Supervisor: Cat Sampson
Commercial Coordinator Kika Davis
Experientialist/Technologist: Mind Ride
Editorial & Postproduction Company: Brewster Parsons/Venice, CA
Editor: Pedram Torbati
Assistant Editor: DJ Cosgrove
VFX Supervisor/Colorist: Louis Mackall
Producer: Zack Whitley
Executive Producers: Darcy Parsons, Jason Cohon
Music: “Same Love” by Macklemore & Ryan Lewis, featuring Mary Lambert
Audio Post Company: LIME Studios/Santa Monica, CA
Mixer: Tom Paolantonio
Executive Producer: Susie Boyajan
Description of the Project:
Context:
According to the Perception Institute, even the most open-minded people have implicit bias built in through society stereotypes, even if they don’t consciously act on it. But addressing this is near impossible when these same people don’t acknowledge they’re affected by it. To address this, an online video was shared featuring a large x-ray installation that displayed skeletons kissing, hugging and dancing. The viewers mentally filled in the blanks. When unexpected pairs stepped out from behind the screen, it created a simple demonstration of their implicit bias.
Results:
The video immediately went viral (40 million views in two days).
It recently hit 110 million combined views (YouTube+Facebook), becoming the fastest spreading campaign ever and 2nd most viewed and shared PSA in history after just 3 weeks.
Over 1.5 billion media impressions in 3 months.
Numerous celebrities shared the campaign including the First Lady of the United States, Michelle Obama.
Selected as one of the top ten highlights of 10 Years of YouTube.