American Red Cross launch holiday campaign
BBDO New York and the American Red Cross have launched a new campaign underscoring the urgent needs of families disrupted by disasters.
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Once again, this holiday season, BBDO New York and the American Red Cross have launched a new campaign underscoring the urgent needs of families disrupted by disasters, something that occurs every eight minutes across the country, over 7,000 times during the holidays alone.
Running on TV and online through December, the campaign PSA Packing begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”
Influencers including Dana Hasson and Reilly Meehan (cooking), Ryan Olsen (toys), and Nikki Block (wrapping) will also join in, with videos that will start off looking like their signature content that you’d expect during the holiday season but then pivoting to spotlight the realities families face in the aftermath of a disaster to encourage donations.
The lived experience of the team is woven into the campaign, helping give it an added layer of realism and authenticity. Associate Creative Director Nicole Dombey was evacuated with her family as a child, and her parents’ efforts to hide the fear and uncertainty from her left a lasting impression. Director Anthony Frattolillo, recently faced evacuation from a wildfire and used his own memories to inform the visuals, which as you'll see adds some genuine emotion and authenticity to the campaign.
Credits
View on- Agency BBDO/New York
- Production Company One Free Play
- Director Anthony Frattolillo
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Credits
View on- Agency BBDO/New York
- Production Company One Free Play
- Director Anthony Frattolillo
- Editing Whitehouse Post/New York
- Editor Adam Marshall
- Head of Production Eric Schoen
- Executive Post Producer Ryan Smith / (Executive Post Producer)
- VFX Coffee & TV/New York
- Executive Producer Nicole Melius
- Senior Producer Katharine Mulderry
- VFX Supervisor/2D Lead Rob Walker / (Creative Director)
- Colorist George Neave
- Post Producer Kathryn Tallis
- Audio Post Sound Lounge
- Audio Mixer Tom Jucarone
- Post Producer Matt Smith
- Music Supreme Music
- Global Chief Creative Officer Chris Beresford-Hill
- Chief Creative Officer Scott Bell
- Group Creative Director Greg Gerstner
- Group Creative Director Mauricio Mazzariol
- Associate Creative Director Anish Easwar
- Associate Creative Director Nicole Dombey
- Executive Producer Karen Leiper Haffmans
- Executive Producer Justin Gurnari
- DP Justin Gurnari
- Senior VFX Producer Karthi Gnanasekar
- Creative Lead Rani Vaz
- Sound Designer Bill Chesley
- Composer Marc McClusky
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Credits
powered by- Agency BBDO/New York
- Production Company One Free Play
- Director Anthony Frattolillo
- Editing Whitehouse Post/New York
- Editor Adam Marshall
- Head of Production Eric Schoen
- Executive Post Producer Ryan Smith / (Executive Post Producer)
- VFX Coffee & TV/New York
- Executive Producer Nicole Melius
- Senior Producer Katharine Mulderry
- VFX Supervisor/2D Lead Rob Walker / (Creative Director)
- Colorist George Neave
- Post Producer Kathryn Tallis
- Audio Post Sound Lounge
- Audio Mixer Tom Jucarone
- Post Producer Matt Smith
- Music Supreme Music
- Global Chief Creative Officer Chris Beresford-Hill
- Chief Creative Officer Scott Bell
- Group Creative Director Greg Gerstner
- Group Creative Director Mauricio Mazzariol
- Associate Creative Director Anish Easwar
- Associate Creative Director Nicole Dombey
- Executive Producer Karen Leiper Haffmans
- Executive Producer Justin Gurnari
- DP Justin Gurnari
- Senior VFX Producer Karthi Gnanasekar
- Creative Lead Rani Vaz
- Sound Designer Bill Chesley
- Composer Marc McClusky
“Today, the American Red Cross is responding to nearly twice as many disasters as we did just a decade ago. These disasters are not only more frequent, they’re also more intense, leaving behind deeper devastation and a longer recovery for affected communities. In the midst the uncertainty, families know they can rely on the Red Cross for safe shelter, warm meals, and a source of hope for the days ahead.” said Selma Bouhl, VP, Marketing Strategy & Integration, American Red Cross.
“That pivot in this story is the heart of the campaign, and the influencer content extends it into the everyday language of the holidays.” adds Jessica Woomer, Director, Digital Fundraising, American Red Cross.
“I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.” adds Nicole Dombey, Associate Creative Director, BBDO.
“I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.” adds Frattolillo.
