Y&R Launches ‘Long Live New York’ for New York Organ Donor Network

Y&R has a new campaign encouraging New Yorkers to become organ donors on behalf of the New York Organ Donor Network.

In an animated 90-second spot, parts of buildings begin to fall off as the city is portrayed in dire health. A group collects the pieces, however, and assembles them into a heart which powers the city back up, as the Statue of Liberty breathes a sigh of relief, followed by the tagline “Keep New York Alive” and a message urging New Yorkers to become organ donors. The campaign is needed because as a state New York is well behind the curve in terms of registered organ donors.

“Next-to-last place—we are ranked 49th in terms of the percentage of state residents registered as organ donors—is not good enough for New York,”Glen Jacobs, executive creative director at Y&R, told Adweek. “We need to move the needle, so organ donors can save lives. Period.”

For the spot, Y&R teamed up with Laurent Witz, the director behind Oscar-winning animated short Mr. Hublot. Witz and company employed lifelike 3D animation to deliver the message in a way that can grab people’s attention. While it’s not immediately apparent why the city is falling apart, the message is clear by the end of the 90 seconds, and the initial mystery serves to draw in the viewer.

Still, Jacobs says that Y&R’s work for the cause is far from over. “If this campaign helps raise awareness for the cause, that’s great,” he told Adweek. “But we have a long way to go. So, our aim is to keep finding bigger and better ways to get the message out.” (more…)

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Sony Shows Off New 4K Ultra HD TV

To be fully experienced, this spot has to be watched at your nearest Sony Store or Magnolia Home Theater at Best Buy. That’s because it’s made specially for the 4K Ultra HD TV it advertises, which raises definition to four times that of a standard HD TV.

The ad still looks pretty on YouTube, with its New Zealand ocean setting, bright blue bird, and red-dressed woman. And it doesn’t hurt that filmmaker Garth Davis (a commercial director himself) narrates it all in his soothing Australian accent.

In addition to showcasing new HD technology, the ad features the largest asset ever made for TV: a random looming spaceship, created by VFX company MPC. Pretty sure Sony agreed to it just because they could.

“This is part of our Visionaries campaign for Sony,” 180LA creative director Dave Horton says. “The idea is to bring together two industry leaders to collaborate on a creation that brings Sony’s technology to life.” In this case, Garth Davis worked with Oscar-winning cinematographer Claudio Miranda (Life of Pi). I look forward to seeing who’s next. I watch almost nothing on TV, but this technology is tempting.

Credits after the jump


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