Dan Gross
Photographe at McCann New York
Boston, Etats-Unis
TitreProtect Like a Mother
BriefLysol has been killing 99.9% of germs for 100 years. But the message was being forgotten. So the brand was relaunched with a more emotional claim: protection. The film pays tribute to the protective instincts of mothers. Human mothers are replaced by their animal counterparts: a bear, a vulture, a monkey, an elephant and a lion. So mothers everywhere are encouraged to identify with the animals’ powerful, unwavering, nurturing and instinctive strength.
Agence
Campagne Protect Like A Mother
Annonceur Lysol
Marque Lysol
Date de première diffusion/publication 2017 / 5
Secteur d'activité Produits d'entretien
Synopsis After over 100 years of killing 99.9% of germs, Lysol functional claim was losing relevance. But behind 99.9% was something much more emotional and meaningful – the idea of protection. We created this film to introduce a larger platform that celebrates the fierce instinct moms have to protect: What It Takes to Protect We relaunched the Lysol brand by paying tribute to the protective nature of mothers. In the film, we replaced human mothers with their animal counterparts, juxtaposing everyday parenting situations with the protective instinct demonstrated by mothers throughout the animal kingdom. We wanted our target to see themselves in the mother bear, vulture, monkey, elephant, and lion. And identify with the powerful, unwavering, nurturing, and most importantly, instinctive strength they possess.
Type de média Film Web
Longueur
Responsable de la création
Directeur de création
Directeur de création
Concepteur / rédacteur
Concepteur / rédacteur
Directeur de la création
Directeur de clientèle
Producteur exécutif
Producteur exécutif
Producteur, maison de production
Chef de groupe
Chef de projet
Producteur
Chef de groupe
Chief Production Officer
Global Executive Creative Director
Executive Art Producer
Executive Music Director
Producteur musical
Executive Strategy Director
Global Strategy Director
Global Business Lead
Global Account Executive
Monteur
VFX/Post Production Framestore
Maison de production Framestore
Réalisateur

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