Painted with Love [the film trailer] BBDO Toronto para Mercedes-Benz

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Painted with Love [the film trailer]

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Sector Coches, Eventos, Diferencias étnicas, problemas de minorías, personas con discapacidad
Media Publicidad en TV y cine, Publicidad exterior, vallas publicitarias, carteles, vehículos
Mercado Canadá
Agencia BBDO Toronto
Chief Creative Officer Denise Rossetto, Todd Mackie
Creative Director Dan Gaede
Art Director Jinah Lee
Senior Copywriter Owen Milburn
Agencia de production Revolver Films
Director Mark Bone
Publicado junio 2017

Creditos y descripciones

Client: Mercedes-Benz
VP, Marketing: Virginie Aubert
Manager, Marketing Communications: Nathalie Gravel
Marketing Campaign Lead: Lesley McLelland
Marketing Campaign Specialist: Nicole von Donat


Agency: BBDO Toronto
Chief Creative Officers: Denise Rossetto / Todd Mackie
VP, Creative Director: Dan Gaede
Senior Copywriter: Owen Milburn
Art Director: Jinah Lee
Senior Producer: Terry Kavanagh
VP, Group Account Director: Jennifer Christen
Account Director: Blake Connolly
Account Executive: Kristin Macri
Account Coordinator: Hannah Chafetz
Strategist: Lily Wang

Production: Revolver Films
Director: Mark Bone
DOP: Christopher Lew
Producer: Rob Allan
Executive Producers: Luc Frappier / Richard Cureton

Post House: Rooster Post Production
Editor: Dave De Carlo
Assistant Editor: Mikaela Bodin
Executive Producer: Melissa Kahn

Online: Fort York VFX

Colour: Nice Shoes
Colourist: Rosalyn Di Sisto

Music House: Grayson Matthews
Audio Director: Dave Sorbara
Executive Producer: Kelly McCluskey

Media Agency: OMD

Synopsis:
TORONTO (June 27, 2017) – Mercedes-Benz Canada is using the transformative power of art to show its support for the LGBTQ2 Community. A recently-unveiled mural sends a message of love and inclusivity to passers-by in Toronto, while the corresponding digital campaign takes a stand against abuse and hate speech on a national scale.
“We wanted to take a stand and shine a light on the real effects of hate speech and homophobic/transphobic vandalism,” says Virginie Aubert, Vice President of Marketing at Mercedes-Benz Canada.
BBDO Toronto, Mercedes-Benz Canada’s agency of record, developed the concept and commissioned Toronto-based queer artist Thomarya “Tee” Fergus to create a mural that was inspired by conversations with people from the LGBTQ2 community who have experienced hate speech, bullying and discrimination. Based on their stories, Fergus created a mural she hopes will encourage healing.
“This is a piece that is meant to reflect not where we were, but how far we’ve come,” Tee explains. “When people see it, I hope they feel a sense of possibility, change, and excitement. I want them to see the journey of the people interviewed and their own journey, too.”
The interviews and the process of creating the mural were captured for a short documentary. The five-minute documentary, Painted with Love, is part of a digital campaign that aims to show the real impact of hateful words and slurs by sharing the stories of those who have been affected by them.

The launch of the campaign coincided with Mercedes-Benz Canada’s sponsorship of Pride Toronto 2017. Mercedes-Benz unveiled the mural and documentary at a small screening on Thursday, June 22. Even before the official unveiling, however, the mural – painted on the exterior of a warehouse at Dovercourt and Dupont – was drawing attention. People were posting pictures online, often with #LoveTransforms in the caption, a hashtag that mirrors language from the mural.

Mercedes-Benz Canada at Pride Toronto
Building on the relationship that was established with Pride Toronto over four consecutive years through the smart brand, Mercedes-Benz is thrilled to have expanded its commitment as a sponsor in 2017. From June 23 to 25, Mercedes-Benz Canada hosted a weekend-long dance party at the corner of Church and Maitland that featured live DJs. Visitors also had an opportunity to leave their mark on an interactive photo mosaic. On Sunday afternoon, Pride’s Grand Marshal and VIPs travelled the parade route in Mercedes-Benz convertibles.