KIND Publicidad en TV y cine More Than Nice Y&R New York

More Than Nice

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Sector Snacks (en), Anuncios de servicio público
Media Publicidad en TV y cine
Mercado Estados Unidos
Agencia Y&R New York
Creative Director Kate Lummus
Art Director Hans Schenck
Copywriter Anthony Dimichele
Agencia de production Park Pictures
Director Emmanuel “Chivo” Lubeski
Publicado diciembre 2017

Creditos y descripciones

Alternative title: Nice Is Not Enough
Founder & CEO: Daniel Lubetzky
Chief of Staff: Elle Lanning
EVP Marketing: Miguel Leaf
Marketing Consultant: Brad Charron
Marketing Director: Rachel Perkins
Brand Manager: Papa Samarasinghe
Ad Agency: Y&R, NY
Creative Director: Kate Lummus
Art Director: Hans Schenck
Copywriter: Anthony DiMichele
SR Content Producer: Joyce Roughley
Director of Integrated Production: Greg Lotus
Production Company: Park Pictures
Director/DP: Emmanuel “Chivo” Lubeski
Director: Chris Wilcha
EP: Jackie Kelman Bisbee
EP: Scott Howard
EP: Caroline Kousidonis
Producer: Michelle Currinder
Composer: Hanan Townshend
Sound Design: Martin Hernandez
Editor: Shane Reid, Exile
Post Producer: Remy Foxx, Exile
No More Death - Organization / Talent
Published: January 2018
In healthy snack company KIND’s latest film “More Than Nice,” produced by Park Pictures, three-time Academy Award winning cinematographer Emmanuel “Chivo” Lubezki and Emmy-winning director Chris Wilcha question the courageous acts of being “kind” over “nice,” and if the distinction could repair the wide cultural rifts Americans experience today.
The piece incorporates Lubezki’s interpretation of “kind,” rather than just “nice.” As an example, the co-director showcases volunteers who leave jugs of water across the US-Mexico border and discuss their heartfelt motivations. This humanitarian group’s intention is to prevent the suffering and death of migrants who choose to cross the treacherous desert border.
Notes Emmanuel Lubezki, “I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had. There is no sacrifice in nice, but being kind requires it. In the video, we attempt to portray the human element of such a polarizing issue in a way that transcends politics and reminds us all of the frailty of the human body and the invincibility of the human spirit.”