For Your Consideration

When a woman in the film industry loses her job, it can take up to twice as long as a man for her to find employment again. 

To combat this, Women In Film has launched a new campaign, created by Saatchi & Saatchi New York, called For Your Consideration, which is part of the organisation's larger Hire Her Back initiative, intended to highlight the women in the film industry who have lost their jobs as a result of the coronavirus pandemic. 

The campaign includes a collection of 'For Your Consideration' posters [below] along with a 60-second video [above] voiced by actress, director, and screenwriter, Lake Bell, which highlights real directors, producers, grips, visual effects artists and more, working in their natural setting along with quotes about their best working attributes.

The overall style of the campaign speaks the language of the industry, taking the phrase 'For Your Consideration', which is typically used to get Emmy/Oscar voters to consider voting for a particular film, and instead asks the industry to consider hiring some talented, capable women. All of the women featured in the campaign are real members of the film industry who have been impacted by the pandemic.

Farmers, Our Pride: Pepsico

Farmers are the unsung heroes of India. They are invincible, yet invisible. PepsiCo relies heavily on the farming community in India, across 24 states, and supports them with programmes covering water conservation, women empowerment, youth training and yield and income. So during Baisakhi, the Agriculture New Year, when they thank the Gods for abundant harvest and prosperity, PepsiCo gave them something they truly deserve: a Thank You. The campaign was a poetic tribute to the agricultural community of India. Which is why we called upon real farmers to be our heroes. From the cast and wardrobe, to the props and locations, every detail revealed the most authentic stories of their tenactiy and sincerity. We utilised wide-angle lenses that created a large canvas and used only natural light to create high-contrast black and white imagery, adding more depth to the poetry. It was essential to show the grandness of scale because their cubicles are the massive acres of land they nurture. By showcasing their lives in the truest sense, we created an organic and immersive look that draws the viewers in to listen to their beautiful stories.

Meet Jason Alexander, Tide: Saatchi & Saatchi NY

For the fourth time in five years, it’s a Tide ad in the Super Bowl. And has been the norm of late, it’s a small-screen star, not a football star leading the lineup.

Jason Alexander stars as a badly abused hoodie via computer-generated imagery in Tide’s nearly annual trip to the Super Bowl with a 60-second spot in the second quarter.


The “Seinfeld” star is backing Tide Hygienic Clean, a line that promises to remove “visible and invisible dirt” and a centerpiece of the brand’s advertising on NFL games all year. Prior ads focused on hygienic, socially distanced versions of the traditional jersey swaps among rival players, facilitated by a remote-controlled robot version of Peyton Manning. The brand shipped in to wash and swap jerseys this year after the NFL banned the traditional swaps between players as part of its pandemic protocols.

But as has been the pattern since 2017, when Terry Bradshaw current and former NFL talent takes the bench in Tide’s Super Bowl spot in favor of a TV celebrity.
“We did some research on hoodies with celebrity faces on them,” says Daniel Lobaton, chief creative officer of Saatchi & Saatchi, New York. “Turns out, there’s a weird combination of what makes these great. Ironic and iconic nostalgia is something we threw around in the creative department. Jason brings everything we were looking for in this story. He was amazing to work with and full of ideas of how we could make this funnier. He was so specific with his acting, giving us a range of emotions—for a hoodie.”

In his CGI hoodie incarnation, Alexander mugs his way through a variety of indignities, including being on the receiving end of dog drool and food droppings.

Donation Dollar, Royal Mint Australia: Saatchi & Saatchi Australia

On International Charity Day (5 September) The Royal Australian Mint is launching the Donation Dollar, the world’s first legal tender currency designed to be donated.

The AU$1 coin can be spent like any other money but are stamped with the message ‘Donation Dollar: Give to help others. The Royal Australian Mint has minted 3.5 million so far and will make 25 million in total – roughly one for every Australian.

The launch is supported by an integrated campaign by Saatchi & Saatchi, Melbourne, with film and social, as well as earned media facilitated by Publicis Groupe agency, Herd MSL, Sydney. With endorsement from the Community Council of Australia (a collective of more than 50,000 charities), Donation Dollar aims to counter the decreases in donations during the pandemic. 
 

The coins are designed to encourage small donations; if every Australian gave just one Donation Dollar a month, an additional $3bn could be raised for charities over 10 years.

In a press release, Mark Cartwright, The Royal Australian Mint executive general manager of marketing, sales and innovation, said, ‘We do hope that the Donation Dollars act as a gentle reminder that as individuals we have the power to help those that are doing it tough – the act of giving these dollars, multiplied over and over for many years, has the potential to make a significant contribution to the lives of many.’

More information about the initiative can be found on a dedicated microsite, along with the campaign film, promotional materials and resources on fundraising for schools, charities and families.

 


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