Evan "Hidden Secrets"

Be sure to watch Evan part I before you watch part II. There is much more to this than you may think. Producing award winning marketing campaigns is more than pointing a camera or writing good copy. This may look like a typical love story gone bad but the hidden message is key. See if you can spot what is going on.

After watching Evan part I you may be thinking this is a high school love story about teenagers falling in love or maybe missed opportunities. Well you couldn't be more wrong.

Evan Part I

Now imagine what would be worse than not ever meeting the love of your life? Is that what this is about? Either way, it draws you in enough to keep watching. Now for the impactful message. It makes you think specifically about the details in life we miss. That's exactly what they wanted you to think. Watch for yourself... (remember, I called it "hidden secrets.")

Evan Part II

This is a recent commercial ad campaign produced by BBDO for Sandy Hook Promise, an organization helping to educate and empower parents and students from gun violence before it happens. Their campaign slogan, "Say Something," focuses on the signs we miss in digital media, at school and at home.

Although this was produced as a single video, the message seemed more impactful when broken into a 2 part series. Marketing it as a series, offering the bait (part I) and then asking the viewer to come see the climax would help increase conversion.

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CREDITS FOR THIS CAMPAIGN

Client: Sandy Hook Promise Spot: "Evan"

Agency: BBDO New York David Lubars, Chief Creative Officer, Worldwide Greg Hahn, Chief Creative Officer, New York Peter Alsante, Creative Director Bryan Stokely, Copywriter Martins Zelcs, Art Director Julian Katz, Group Executive Producer Lindsey Cash, Account Director Sean Stogner, Communications Planning Director Michael Schonfeld, Communications Planning Associate

Client: Sandy Hook Promise Nicole Hockley, Founder & Managing Director Tim Makris, Founder & Managing Director

Production Company: Smuggler Henry-Alex Rubin, Director Patrick Milling Smith, Partner Brian Carmody, Partner Drew Santarsiero, Executive Producer Andrew Colon, Chief Operating Officer Leah Allina, Producer Ken Seng, Director of Photography

Post Production: NO6 Editor: Jason Macdonald Additional Editor: Nick Schneider Executive Producer: Corina Dennison Post Producer: Malia Rose Flame Artist: Ed Skupeen Flame Assist: Mark Reyes Colorist: Jason Macdonald