The Ad Council recently tapped New York-based post house Nice Shoes to produce a series of reels for its 59th Annual Public Service Award dinner. The reels showcase the public service work of the nation’s leading advertising, digital and social media agencies.
Creative director Brian Bowman presented a simple approach inspired by a box of crayons. “The work speaks for itself, and so much of it is wonderful,” said Bowman. “The intros and outros are brief and graphic, expressing creative potential and fun with simple pleasure. Each reel is color coded to differentiate the four genres – education, family and community, health, and safety.”
After the look was established and approved, art director Lucien Yang and motion designer Kit Lam worked closely with editor Tony Dolezal to figure out where and how to introduce the various elements in a creative way, while maintaining the overall message of the campaign. “Using a TV or radio spot as a base, we were able to work in print ads, websites, outdoor displays, and social media interactions to show the reach that agencies are making with these campaigns in order to achieve the most effective result,” said Dolezal.
The final pieces premiered at the dinner on Nov. 14, which was hosted by Conan O’Brien and honored Randall Stephenson, chairman and CEO, AT&T. “Not only did we get to hear Conan give a shout out to Nice Shoes, but we got to be a part of showcasing the amazing work of the Ad Council and its partners” said producer Haydee Cepin. “It’s truly an honor to be involved with an organization that has such a positive impact on people’s lives through advertising.”
“The talented team at Nice Shoes took the challenge of condensing an extraordinary year’s work on behalf of dozens of multimedia campaigns into four powerful vignettes, perfectly showcasing the achievements of our pro bono ad agencies,” said Peggy Conlon, president and CEO of the Ad Council. “Enjoyed by more than 1,400 attendees from the media, advertising and corporate communities, the reels stood out as one of the highlights of the evening.”