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Save The Children USA has released “The Most Important Sexy Model Video Ever”, a video using sex appeal to expose the pressing needs of mothers in war-torn countries and urge social media users to take action. Twelve New York City fashion models were invited to shoot a sexy commercial, only to discover that their script would include sobering facts about the plight of children across the world. The advert, time to coincide with Mothers’ Day, has been released in conjunction with Save The Children’s 15th annual issue of State of the World’s Mothers (#SOWM) report, which among other things identifies the best and worst places in the world to be a mother.

http://www.youtube.com/watch?v=bOXMKEnra8w

“Beyond the Mother’s Day flowers and the brunches for the moms in our own lives, we want people to do something for mothers who are facing extreme challenges every day,” said Carolyn Miles, Save the Children president and CEO. “That’s why we set out to create a video that will not only grab people’s attention, but also get them to act. We know that talking about mothers and babies struggling to survive during war and disaster isn’t sexy. But that doesn’t mean we shouldn’t be doing something about it.”

Earlier this spring, Save the Children gained tremendous traction with its “Most Shocking Second A Day” video, which looked at the effects of the conflict in Syria on children. The dramatic video was released at the three-year mark of the conflict and generated nearly 25 million views in the first week.

Credits

The Most Important “Sexy” Model Video Ever was written and directed by Josh Ruben and Vincent Peone (Josh + Vince), part of the founding content team for the CollegeHumor Originals, and produced at Big Block Live, a division of Big Block Entertainment, New York. Editor was Alex Amoling.

Clothing design was provided by Gentry, Samantha Pleet, Paper Denim & Cloth, People’s Revolution, Element Eden.

Procter & Gamble is promoting sponsorship of the Special Olympics with “What I See”, a television commercial featuring athlete Molly Hincka. Molly’s mom did what any mother would do — she never gave up on her child. In honor of Mother’s Day, P&G will be matching Special Olympics donations, up to $200K, through June 1. Give at specialolympics.org/mom.

http://www.youtube.com/watch?v=B51Bs4u10ZA

Credits

The Special Olympics campaign was developed at Wieden + Kennedy Portland by executive creative directors Mark Fitzloff and Susan Hoffman, creative directors Karl Lieberman and Danielle Flagg, copywriter Tatum Shaw, art director Ken Meyer, producer Jennifer Fiske, agency executive producer Ben Grylewicz.

Filming was shot by director Malcolm Venville via Anonymous Content with executive producer Dave Morrison, line producer John Benet, director of photography Dion Beebe.

Editor was Kyle Valenta at Joint Editorial with producer Shelli Jury and executive producer Patty Brebner.

Visual effects were produced at A52 by Flame artist Paul Yacono, producer Megan Meloth. Titles and graphics were produced at Brand New School.

Sound and music were produced at Stimmung by composer Chip Jenkins, producer Ceinwyn Clark. Sound was mixed at Lime Studios by Loren Silber with producer Jessica Locke.

Photo retcouching was by Amy Corcoran.

Heineken® is running ‘Cities of the World’, a global advertising aimed to inspire men to live worldly, new adventures by unlocking the secrets of their cities. The fully integrated campaign includes a 2 minute TVC, on-line activation and special edition Heineken® bottles. The latest TVC, ‘The City’, is the seventh film in ‘The Legends’ series featuring Men of the World who are pushed to discover their limits and go beyond them. The City’s main character embarks on an adventure by following a set of business cards lost by a beautiful woman, Eve, with each card uncovering surprising and hidden venues in his city. The TVC is a reminder to Men of the World that every great city offers an endless adventure within its sky-scraping towers and neon lit streets. It reinforces the notion that men should never stop exploring their own urban backyard.

http://www.youtube.com/watch?v=OUlCqKghdic

To celebrate the launch, Heineken has produced a set of specially designed bottles, each with one of six global cities printed on it; New York, Shanghai, Berlin, Amsterdam, London & Rio de Janeiro. Special edition bottles will be available globally.

“Men of the World want to make the most out of their time in the city, because they know life only gives them one shot. So they really live their city by seeking out new experiences and adventures and they have an underlying fear of missing out on the best ones (FOMO),” said Gianluca Di Tondo, Senior Brand Director Global Heineken Brand. “Heineken is always looking for innovative ways to interact with our Men of the World. Knowing that they fear missing out, Heineken is there to help by giving them the inspiration they need to become legends in their city.”

“Our Men of the World know the usual hotspots in their cities, and they are hungry for new experiences,” continued Gianluca Di Tondo. “The ‘Cities of the World’ campaign aims to inspire and motivate them to get out of their comfort zones, to embrace the unusual and embark on worldly adventures in their own cities.”

Credits

The City campaign was developed at Wieden+Kennedy, Amsterdam.

Filming in Hong Kong was shot by directing collective Traktor via Partizan.

Lego’s Master series is a print advertising campaign featuring the work of five painters interpreted in blocks by Milan art director Marco Sodano. The series includes Leonardo da Vinci’s “Mona Lisa” (1505-1507), Vincent van Gogh’s “Self Portrait”, Grant Wood’s “American Gothic” (1930), Rene Magritte’s Johannes Le Fils de L’Homme (1964), Vermeer’s “Girl With A Pearl Earring” (1665) and “Lady With an Ermine”, a portrait of Cecilia Gallerani painted by Leonardo da Vinci (1489/1490).

Credits

The Lego Masters campaign was developed at Geometry Global, Hong Kong, by creative director Kenny Blumenschein and art director Marco Sodano.