As the world slowly emerges from the pandemic, the Screen Advertising World Association today launched a powerful three-minute video and multiple social media campaigns featuring vignettes from some of the world’s most iconic names in the advertising, film, and humanitarian worlds, aimed at raising awareness for the unparalleled power and effectiveness of cinema. SAWA and its members around the world are using cinema, the trade press, and social media platforms such as Facebook, Twitter, Instagram, and YouTube, to reach marketers, moviegoers, and creative and media agencies.
“As the pandemic hit, leading Hollywood film directors stood up and endorsed the power of cinema over all other screens,” said SAWA CEO Cheryl Wannell. “It is therefore great to see that the ad legends of our business have done the same as it relates to the power of the cinema medium as the ultimate place for brands to appear.”
The #HelloBigScreen Ad Legends campaign is a first for SAWA and the global cinema medium. It was created to support the medium that has evidenced its unswerving resilience, over many decades, to be able to adapt and survive seemingly unsurmountable challenges including the 1918 Pandemic and the one in our present day. The campaign will launch featuring these advertising, communications, and humanitarian legends sharing their thoughts on the importance of cinema by offering their endorsement to the ultimate creative expression in advertising – the cinema medium.
The #HelloBigScreen ad legends campaign features Sir John Hegarty, Mark Ritson, Corinne Woods, Marcello Serpa, Mark Tutssel, and Rosie Arnold.
Hegarty is the world-renowned creator of legendary ad campaigns for Levi's, Lego, and Audi, among others. He has been given the D&AD President's Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame, awarded a Knighthood by the Queen in 2007 and recipient of the Lion of St. Mark, Cannes Lions.
Ritson, a leading global advertising guru is a brand consultant and former marketing professor and has worked globally as a private marketing consultant for global organisations. He has a PhD in Marketing and taught on the MBA programmes of leading business schools including London Business School and MIT.
Woods is the director of communications at United Nations World Food Programme and a key player in the transition and strategic implementation of the Sustainable Development Goals. She was instrumental in developing a three-year partnership with SAWA and its global cinema advertising companies to promote goal number two, hunger.
Serpa is Brazil’s most honored and awarded art director, with 45 Clio Awards, and 149 Cannes Festival Lions, including Latin America’s first Grand Prix and the recipient of the Lion of St. Mark from Cannes Lions. He was creative director and co-chairman of AlmapBBDO and built it into one of the most successful agencies in the world.
Tutssel is the former chairman and global creative officer of Leo Burnett Worldwide and creator of famous campaigns for brands such as Samsung, McDonald’s, Coca-Cola, and P & G. He has won every major creative accolade, including nine Cannes Grand Prix, more than 600 Cannes Lions, the first-ever D&AD White Pencil, two D&AD Black Pencils, seven One Show Best of Show Pencils and two Emmy Awards.
Arnold is the former executive creative director BBH London where she won numerous awards for her creative work on brands such as Levi’s, Pretty Polly Robinsons, Audi, Heineken Shell, Yeo Valley and Lynx. She was also the first female president of D&AD and introduced The White Pencil- awarded for work that not only sells but does good in the world.
"I love the cinema,” said Hegarty. “It’s a palace of dreams, a place to be entertained and inspired, where your imagination is set free, and the cinema medium is unique in a world of distraction.”
SAWA members participating in the campaign are Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Costa Rica, El Salvador, Finland, Germany, Greece, Guatemala, Honduras, India, Ireland, Italy, Japan, Netherlands, New Zealand, Nicaragua, Norway, Panama, Peru, South Africa, Spain, Sweden, Switzerland, United Arab Emirates and the Middle East, United Kingdom, United States, and Uruguay.
SAWA, the global cinema advertising association thanks the United Nations World Food Programme for editing the Ad Legends for Cinema three-minute video and SAWA member Sterkinekor, South Africa who produced all the creative executions for the social media campaign.
You can watch the #HelloBigScreen promo here https://youtu.be/0QCK8-tQBvA
Screen Advertising World Association http://www.sawa.com