| 标题 | Wishful Thinking |
| 广告公司 | Alma |
| 广告战役 | Wishful Thinking |
| 广告主 | Global Citizen |
| 品牌 | Global Citizen |
| 首次发布日期 | 2021 / 5 |
| 行业领域 | 慈善机构、基金、志愿者 |
| 哲学 | International education and advocacy organisation Global Citizen has debuted a powerful new PSA, highlighting the experiences of those unable to follow Covid health guidelines due to their economic disadvantage. Creatively devised by Alma and directed by In & Out Productions’ Daniel Azancot, the ‘Wishful Thinking’ campaign drives action around the organisation’s Goal #5 - advancing equity for all. Shot in a black and white documentary style, the spot captures people from across the globe struggling to keep up with Covid health guidelines due to their personal circumstances. From a woman working in very close proximity with others to a homeless man unable to maintain safe hygiene practices, the powerful clips are intercut with stark photography, showcasing other people and places dually affected by Covid and economic disadvantages. In & Out Productions and director Daniel Azancot were approached by Alma with a script for the PSA. Working together closely to devise the best strategy, Daniel recognised that the key to the project was veracity. As such, In & Out focused on sourcing real life subjects for the spot, looking to hear their stories and everyday struggles. Shot entirely in Miami, the team reached out to charity associations, farming communities, and public services - as well as speaking to homeless people in the area - to find a cast of non-actors who could tell their stories in front of the camera. By conversing with those in the PSA ahead of filming, Daniel was able to better understand the obstacles they faced and how much Covid had affected them - helping to translate their stories into memorable vignettes. The team also worked to avoid any melodramatic elements in the film, ensuring none of the situations looked staged and focusing simply on the reality of these people’s lives. Completing a sun study on every location, the crew was also able to plan the shoot at particular hours of the day to embellish the scenes without further intervention. Although the PSA was shot in Miami, Global Citizen wanted to amplify the message in order to highlight the prevalence of these issues worldwide. Due to time restrictions and logistical challenges, photography was the best solution. Introducing a black and white aesthetic not only homogenised the style of the live action and photos, but added a photojournalistic element to the spot. |
| 媒体类别 | Web Film |
| 长度 | |
| CEO Creative Chairman | Luis Miguel Messianu |
| Co-President & Chief Creative Officer | Alvar Suñol |
| SVP, Strategic Insights | Angela Rodriguez |
| 创意总监 | Gabriel Ferrer |
| 创意总监 | Gabriel Reyes |
| 美术指导 | Danae Nunez |
| 文案 | Alejandra Vidal |
| VP / Director of Production | Yeyo Marquez |
| 广告公司制片 | Rudy Leschhorn |
| Director Business Affairs | Marinet Quinones |
| Print & Business Manager | Candy Cabrera |
| Group Account Director | Meg Valls |
| 客户主管 | Tori Dunn |
| Group Planning Director | Jennifer Pollack |
| 制作公司 | In & Out Productions |
| 导演 | Daniel Azancot |
| 执行制片 | Frida Sellar |
| 制片 | Julia Dangond |
| 摄影指导 | Robert Maya |
| 剪辑师 | Michael Burgos |
| Finishing | Moving Forward Studios |
| Finishing | leo lovera |
| Colorist | Oscar Martinez |
| 音乐 | Makeabeat Productions |
| 音乐作曲家 | David Miranda |
| Performance Agency | PMG |
| Programmatic Media Manager | Emily Ward |
| Associate Director of Digital Media | Jeff Kinkopf |
| Head of Search, Social, & Shopping | Jason Hartley |
| Head of Brand Marketing & Communications | Ashley Stewart |
| VP of Client Development & Marketing | Parks Blackwell |
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