Daniel Askill
导演 at Collider Films
Sydney, 澳大利亚
标题I Touch Myself
广告公司
广告战役 I Touch Myself
广告主 Berlei
品牌 Berlei
首次发布日期 2018 / 10
行业领域 公共安全、保健及卫生
广告口号 SERENA WILLIAMS CHAMPIONS WOMEN’S BREAST HEALTH IN A NEW CAMPAIGN FROM J. WALTER THOMPSON SYDNEY AND I TOUCH MYSELF PROJECT
剧情简介 In a world first, sporting superstar Serena Williams has recorded an emotive version of Breast Cancer awareness anthem ‘I touch myself’, as part of an inspirational campaign developed by J. Walter Thompson Sydney, in partnership with I Touch Myself Project. Launched to coincide with International Breast Cancer Awareness Month (October 2018), the long-term Berlei ambassador’s first-ever foray into recorded singing will be used across multiple channels in a wide-ranging awareness campaign urging women to ‘touch themselves’ as the best way to stay on top of their breast health. It is a continuation of the broader I Touch Myself Project launched by J. Walter Thompson and renowned musician Charley Drayton in 2014 (see notes at end). Serena’s 1min20’ version of the song – to be released on social - spearheads the new campaign activity, as a music video directed by Daniel Askill, the Grammy-nominated director of Sia’s Chandelier. A 60’ version has also been developed for TV. The track ‘I touch myself’ was originally recorded by celebrated diva Chrissy Amphlett of Divinyls, who passed away from breast cancer in 2013. Chrissy’s husband Charley Drayton said: “Every day we are reminded of how precious life is and the lives of those for whom we care strongly. It was Chrissy’s passion for life that continues to unite us all. “Sharing Chrissy’s breast health and awareness message and having Serena, along with everyone who has graciously contributed to the I Touch Myself Project team, has been enormous. Our pledge to Chrissy was to encourage all of us to look after one another and Serena is someone who has been outspoken on the welfare of all.” Serena’s recording is supported by other campaign executions include print, outdoor, online, and a microsite, all developed by J. Walter Thompson, in partnership with I Touch Myself Project. “Serena is a passionate believer in women taking care of themselves and, although she has never recorded a song before, chose to sing this breast health anthem as a powerful reminder of the importance of self-examination,” explained Simon Langley, J. Walter Thompson Sydney ECD. “Getting young women to pay attention to a breast cancer message isn’t easy. But capturing their attention with the things they love is. So we decided to start this important conversation by speaking to some of their greatest passions: music, sport and celebrity.  And Serena is no ordinary celebrity.  She’s a strong, powerful ambassador who is not afraid to stand up and make herself heard on the issues close to her heart. “We’re honoured to have such an advocate for women’s health take part in this important campaign,” Langley continued. “Her inspirational voice and strength of character comes through loud and clear on a multitude of channels, and continues the legacy of I Touch Myself Project that has already helped so many women get in touch with their breast health.” To coincide with the campaign, Berlei has released a new, limited-edition snakeskin print inspired range. Named ‘The Chrissy’ after Chrissy Amphlett, the range includes a T-shirt bra which is lined with the words “I Touch Myself” to remind women to examine their breasts for early signs of breast cancer when they are getting dressed each day. Also available is Post-Surgery Bra, designed specifically for women who have undergone breast cancer surgery. 100% of the profits from the sale of this range will be donated to Breast Cancer Network Australia (BCNA) As part of the campaign, Williams channels her inner rock-n-roll soul modelling The Chrissy T-Shirt bra in a range of campaign executions also developed by J. Walter Thompson. Marketing Manager for Berlei, Andrea Michelle shares “We’ve been thrilled to bring together our long-term Berlei ambassador Serena Williams, and I Touch Myself Project, uniting for a common purpose and to raise money for Breast Cancer Network Australia.”
媒体类别 互动
长度
演员/名人
导演
Music Director
Inspired by
音乐制作人
Voice Coach
Music Track
Singer/Songwriter
Singer/Songwriter
Singer/Songwriter
Singer/Songwriter
执行创意总监
联合创意总监
Creative Art Director
Client Services Director
Strategist
客户总监
客户经理
客户经理
Senior Producer
Senior Producer
Microsite
Music Studio
制作公司 Collider
执行制片
制作公司制片
摄影指导
剪辑师
后期制作
广告经理
Division Manager
Marketing Manager
Brand Manager
Marketing Manager
媒介总监
Business Director
客户总监
客户经理
Public Relations
Client Services Director

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