Client: Girl Up
Co-Executive Director: Anna Blue
Co-Executive Director: Melissa Kilby
Communications & Digital Media Manager: Beth Nervig
Advertising Agency: Berlin Cameron
President: Jennifer DaSilva
Creative Director: Gio Maletti
Creative Director: Michael Milligan
Account Supervisor: Emily Bond
Executive Producer: Eric Weiss
Production Company: Bella Donna
Executive Producer: Rene Bastian, Mikha Grumet
Director: Lenny Bass
Published: May 2018
Synopsis:
The powerful spot, “Time to Rise,” features actress, model, and activist Corinne Foxx with appearances by TV personality Nigel Barker and his daughter Jasmine, as well as a diverse group of other Girl Up supporters who recite William Ernest Henley’s poem, “Invictus.” It creates a defiant chorus of women with the men in quiet support. Finally, everyone stops and looks defiantly at the camera as Corinne declares the final line, triumphant and alone: “I am the captain of my soul.” As the screen fades to black, text appears encouraging viewers to join the fight for equality at girlup.org/TimeToRise.
Through this effort, Girl Up is looking to tap into the global movement for gender equality to reach and excite a new generation of young women and girls, as well as the men and boys who want to partner with them. The video was produced in partnership with Berlin Cameron, the creative agency on the video.
“Time to Rise” comes on the heels of another successful campaign with Berlin Cameron called #DadSquad, which celebrates dads and father figures everywhere who play an important role in encouraging their daughters to become changemakers. In the spot, members of Girl Up’s #DadSquad – including Jamie Foxx, Tony Goldwyn, Triple H, and Nigel Barker – share the moments they knew their daughters could change the world. In just one month, the video has already garnered 55MM earned media impressions.