Sleeping Girl
American Red Cross
Issue 48 | September 2018
Agency
BBDO New York
Creative Team
Chief Creative Officer BBDO Worldwide: David Lubars Chief Creative Officer BBDO New York: Greg Hahn Executive Creative Director: Matthew Brink/ Adam Livesay Senior Creative Director: Daniel Wright/ Levi Slavin/ Blake Kidder Art Director: Rachel Moore Junior Art Director: Stephen Cho Copywriter: Darina Khafizova Junior Copywriter: Christopher Groelle
Production Team
Agency Producer Producer: BreeAnn Hopenwasser Production Company Production Company: BBDO Studios Director: Lawrence Chen Studio Producer: AJ Rowe Line Producer: Jonathan Hsu BBDO Studios Lead: Michael Gentile
Other Credits
Account Team: Peter McCallum/ Sam Henderson Editorial Editor: Jeff Reagan Music & Sound Composer: Ed Dunne Creative Lead and Sound Design: Mike Jurasits Sound Mixer: Post Human Audio Production House: Human Executive Producer: James Wells Post-Production VFX Company: Blacksmith Producer: Alexa Mauro Executive Producer: Charlotte Arnold 2D Lead: Iwan Zwarts 2D Compositor: Margolit Steiner
Date
April 2018
Background
Every day 7 people in the US die in home fires, and most of these homes don’t have smoke alarms. The American Red Cross needed to educate people about this and drive donations.
Idea
Facebook video was created, using the sound on/off feature to give one story two different endings. When you scroll over the video, it begins to autoplay without sound, showing a young girl sleeping soundly in her bed while smoke fills her room. Without sound, subtitles come on that tell a tragic ending to her story. With sound, a smoke alarm is heard going off and her story plays out with a more positive outcome.
Results
With 3 million media impressions this was able to contribute to the million plus alarms installed by the American Red Cross throughout the US. And the 416 lives saved to date by the Sound the Alarm initiative.