Global Citizen - "Wishful Thinking"

Alma

Alma Coconut Grove, Stati Uniti

2768

Questo spot fa parte della collezione ACT Responsible

Marca: Global Citizen
Paese: Stati Uniti

Cliente: Global Citizen

Titolo	Wishful Thinking
Agenzia	Alma
Campagna	Wishful Thinking
Cliente	Global Citizen
Marca	Global Citizen
Data di Prima Diffusione/Publicazione	2021 / 5
Settore	Fondazioni caritatevoli, Volontariato
Filosofia	International education and advocacy organisation Global Citizen has debuted a powerful new PSA, highlighting the experiences of those unable to follow Covid health guidelines due to their economic disadvantage. Creatively devised by Alma and directed by In & Out Productions’ Daniel Azancot, the ‘Wishful Thinking’ campaign drives action around the organisation’s Goal #5 - advancing equity for all. Shot in a black and white documentary style, the spot captures people from across the globe struggling to keep up with Covid health guidelines due to their personal circumstances. From a woman working in very close proximity with others to a homeless man unable to maintain safe hygiene practices, the powerful clips are intercut with stark photography, showcasing other people and places dually affected by Covid and economic disadvantages. In & Out Productions and director Daniel Azancot were approached by Alma with a script for the PSA. Working together closely to devise the best strategy, Daniel recognised that the key to the project was veracity. As such, In & Out focused on sourcing real life subjects for the spot, looking to hear their stories and everyday struggles. Shot entirely in Miami, the team reached out to charity associations, farming communities, and public services - as well as speaking to homeless people in the area - to find a cast of non-actors who could tell their stories in front of the camera. By conversing with those in the PSA ahead of filming, Daniel was able to better understand the obstacles they faced and how much Covid had affected them - helping to translate their stories into memorable vignettes. The team also worked to avoid any melodramatic elements in the film, ensuring none of the situations looked staged and focusing simply on the reality of these people’s lives. Completing a sun study on every location, the crew was also able to plan the shoot at particular hours of the day to embellish the scenes without further intervention. Although the PSA was shot in Miami, Global Citizen wanted to amplify the message in order to highlight the prevalence of these issues worldwide. Due to time restrictions and logistical challenges, photography was the best solution. Introducing a black and white aesthetic not only homogenised the style of the live action and photos, but added a photojournalistic element to the spot.
Tipo di Media	Web Film
Lunghezza	61 seconds
CEO Creative Chairman	Luis Miguel Messianu
Co-President & Chief Creative Officer	Alvar Suñol
SVP, Strategic Insights	Angela Rodriguez
Creative Director	Gabriel Ferrer
Creative Director	Gabriel Reyes
Art Director	Danae Nunez
Copywriter	Alejandra Vidal
VP / Director of Production	Yeyo Marquez
Agency Producer	Rudy Leschhorn
Director Business Affairs	Marinet Quinones
Print & Business Manager	Candy Cabrera
Group Account Director	Meg Valls
Account Executive	Tori Dunn
Group Planning Director	Jennifer Pollack
Casa di Produzione	In & Out Productions
Director	Daniel Azancot
Executive Producer	Frida Sellar
Producer	Julia Dangond
Direttore della fotografia	Robert Maya
Editor	Michael Burgos
Finishing	Moving Forward Studios
Finishing	leo lovera
Colorist	Oscar Martinez
Music	Makeabeat Productions
Music Composer	David Miranda
Performance Agency	PMG
Programmatic Media Manager	Emily Ward
Associate Director of Digital Media	Jeff Kinkopf
Head of Search, Social, & Shopping	Jason Hartley
Head of Brand Marketing & Communications	Ashley Stewart
VP of Client Development & Marketing	Parks Blackwell