18: CRAFT (Outstanding Scriptwriting (film/video))
JPG
MP4
2m:34s
Give Up Giving Up - The Cradle
Adoption Agency
Bronze
| Title of Entry: | Give Up Giving Up |
|---|---|
| Brand: | The Cradle |
| Product/Service: | Adoption Agency |
| Client: | The Cradle |
| Entrant Company: | Energy BBDO |
| Creative Agency: | Energy BBDO |
| Duration of Entry: | 02:34 |
| Craft Leader(s): | Energy BBDO |
| Role: | Creative Agency |
| Chief Creative Officer: | Josh Gross, Energy BBDO and Pedro Pérez, Energy BBDO |
| Creative Director: | Michele Brandel, Energy BBDO and Brynna Alyward, Energy BBDO and Dane Canada, Energy BBDO |
| Copywriter: | Mishal Jagjivan, Energy BBDO |
| Account Executive: | Nicole Kazan, Energy BBDO |
| Sector: | PUBLIC & SOCIAL |
| Account Manager: | Anna Bleers, Energy BBDO |
| Production Company: | Chromista |
| Producer: | Nina Xoomsai, Energy BBDO and Sandy Haddad, Chromista and Johnny Starke, Chromista and Jenny McDonald, Flare Chicago and Sam Vaupel, Flare Chicago |
| Date of Release: | 2019-11-19 |
| Director: | Morgan Cooper, Chromista |
| Notes: | The Cradle, a renowned adoption agency in Chicago, has helped place more than 15,000 children into permanent homes over 97 years. Recently however, under a steady decline of women willing to consider adoption as a viable option, The Cradle has had fewer women with unplanned pregnancies seeking them as a resource. While there is a lot to celebrate when it comes to adoption, there is also a lot of shame, stigma and archaic stereotypes that surround the women who make this decision, the birthmothers. The colloquial language refers to the action of placing a child for adoption as “giving up their babies.” Every time someone uses the phrase, they’re painting birthmothers as women who “give up.” In order to remove the stigma surrounding adoption, we set out to transform the way birthmothers are viewed by telling their stories of strength to change the way people think and talk about adoption by asking our audience to give up the phrase “giving up.” This resulted in a 120% increase in inquiries to The Cradle. By asking viewers to Give up “Giving Up”, we showed not only how birthmothers are viewed but also changed how society thinks of adoption. |
| Editing Company: | Flare Chicago |
| Editor: | Casey Cobler, Flare Chicago and Mark Anderson, Flare Chicago |
| Sound Studio: | Flare Chicago |
| Sound Engineer: | Steven Aguilar, Flare Chicago |
| Post Production Company: | Company 3 LA |
| URL Link (optional): | https://www.youtube.com/watch?v=Fdb6fAAYt7M |
| Other Credits: | Head of Integrated Production: John Pratt, Energy BBDO |
| Other Credits: | Chief Innovation Officer: Alan Parker, Energy BBDO |
| Other Credits: | Technology Lead: Robert Diel, Energy BBDO |
| Other Credits: | User Experience Architect: Cori Stankowicz, Energy BBDO |
| Other Credits: | Chief Strategy Officer: Larry Gies, Energy BBDO |
| Other Credits: | Strategy Directors: Leah Gritton, Energy BBDO and Casey Conway, Energy BBDO |
| Other Credits: | Senior Colorist: Tyler Roth, Company 3 LA |
| Other Credits: | Media Agency: Starcom Worldwide |
| Other Credits: | Digital Agency: Centro |
| Other Credits: | PR Company: Ketchum Chicago |
