Ad Council Film, Case study The Love Cam by R/GA New York

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The Love Cam

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Industry Public awareness
Media Film, Case study
Market United States
Agency R/GA New York
Creative Director Chris Joakim, Mike Donaghey
Creative Chris Parker, Alberto Portas Martagon, Alfredo Adan Roses, Dane Van Veen, Tom Vouga, Ilan Orengel, James Schumacher
Production Tool Of North America
Director Floyd Russ
Released February 2017

Awards

Clio Awards 2017
Brand Partnerships & Collaborations Public Service Gold

Credits & Description

Market: New York
Agency: R/Ga
Entrant Company: R/Ga
Agency Network: R/Ga
Holding Company: Interpublic Group
Production Company: Tool Of North America
Advertiser / Brand: The Ad Council
Post Production Company: Cut & Run
Post Production Company: The Mill
Music/Sound Company: Nylon Studios
Vice Chairman Global Chief Creative Officer: Nick Law
Group Executive Creative Directors: Eric Jannon, Chris Northam
Creative Directors: Chris Joakim, Mike Donaghey
Creatives: Dane Van Veen, Tom Vouga, Ilan Orengel, Alfredo Adan, Alberto Portas, Chris Parker, James Schumacher
Evp Global Chief Marketing Officer: Daniel Diez
Executive Production Director, Campaign: Cindy Pound
Executive Producer: Jeff Skutnik
Executive Production Director, Content: Kat Friis
Senior Content Producer: Ashlye Vaughan
Director: Floyd Russ
Editor: Robert Ryang
Color: Damien Van Der Cruyssen
Vfx Lead Artist: Joseph Grosso
Vfx 2nd Lead Artist: Matt Dolven
Sound Mixer: Rob Ballingall
Strategy: Dylan Viner, Dave Surgan, Amy Mcewan
Director Of Photography: Gregory Wilson
Line Producer: Elyciphus Siler
Director Business Affairs: Stephen Bernstein
Coordinator Business Affairs: Melissa Naimi
Synopsis:
“Kiss Cams” are a tradition of American sports. But they’re also known for featuring “traditional” notions of love: mainly showcasing straight, same-race relationships.
At the 2017 NFL Pro Bowl in Orlando, we partnered with the NFL to turn their Kiss Cam into the Love Cam. Instead of featuring traditional types of couples kissing on the big screen, the Love Cam showcased love in all its forms.
On Valentine’s Day, we released our film of the stunt online – causing millions to rethink their internal biases and notions of what love looks like in America. It had over 42 million combined views, over 1.5 million shares, and 550+ million earned media impressions.