Sunshine
Day One
Issue 47 | June 2018
Agency
BBDO New York
Creative Team
Chief Creative Officer: David Lubars (BBDO Worldwide), Chief Creative Officer: Greg Hahn (BBDO New York) Executive Creative Director: Danilo Boer/ Marcos Kotlhar Creative Director, Copywriter: Kevin Mulroy Associate Creative Director, Art Director: Bianca Guimaraes
Production Team
Agency Producer Head of Production: David Rolfe Executive Producer: Sofia Handler Junior Producer: Molly Ross Director of Music: Rani Vaz Production Company Production Company: Lobo Director: Guilherme Marcondes Executive Producer: Luis Ribeiro/ Alberto Lopes/ Sergio Salles Producer: Aron Matschulat Aguiar Creative Director: Mateus de Paula Santos Head of Production: Loic François Marie Dubois R&D: Giovanni Meneghel, Cláudia Fujiwara, Vedran Sinobad, Diana Naranjo Pomalaya Technical Support: Cadu Penacchin, Weslley Oliveira, Mateus Ruiz Production Coordinator: Michelle Vinotti/ Clara Morelli Concept Artists: João Lavieri/ Felipe Jornada/ Rômulo de Oliveira/ Wilson Panassi Storyboard Artists: Antonio Soares Neto/ Vinicius Barros Production Assistant: Gabriela Leal/ Lorenzo Di Pace Art Direction: Felipe Jornada
Other Credits
Agency Account Team: Bryant Lim Influencer Manager: Lucy Bennett/ Sami Kriegstein Editorial Editor: Aron Matschulat Aguiar Assistant Editor: Eduardo Lopes Music & Sound Sound Mixer: Steve Rosen Audio Production House: Sonic Union Post-Production Animation Supervisor: Leonardo Cadaval Animation: Andrea Delfino, Bruno Carias, Bruno Hamzagic, Daniel Alvite, Daniel Bahia, Daniel Vasconcellos, Janaina Bonacelli, Jorge Zagatto, Leonardo Cadaval, Marcelo Zanin, Marcio Nicolosi, Raphael Vinicius Seixas Silva, Renato Sena, Rodrigo Souza, Ronaldo Brito, Ste Kajimoto, Thiago Martins, Victor Fernandes Colorist: Company 3/ Sofie Borup Lead Compositor: Bruno Ferrari Compositors: Diogo Girondi, Nara Andrade, Renato Trippi, Guilherme Sarinho CG Director: Olavo Chagas VFX Artist: Lucas Stinguetti Lead Rigging: Flavio Castello Rigging: Alexandre Marassa/ Felipe Gimenes Modeler: Milton Dias, Frederico Martins, Diego Esteves, Eiti Sato, Daniel Adami, Felipe Bassi, Leo Rezende, Marcel Fukuwara 2D: Fernando Chan Previs: Lucas Peres Producer: Alexandra Lubrano @ Company 3 Lookdev and Render: Olavo Chagas, Milton Dias, Diego Esteves, Rafael Migliorini
Date
February 2018
Background
Day One is a NYC-based organization dedicated to reducing the prevalence of sexual abuse and violence as well as supporting and advocating for those affected by it. But not all abuse is physical. Today, 1 in 3 teens report experiencing some kind of abuse in their romantic relationships, including verbal and emotional abuse. Those are often even more insidious and difficult to separate from devotion.
Idea
During Valentines, a time when relationships are top-of-mind, Day One launched a film to raise awareness of signs of dating abuse, and empower youth to stop the pattern of controlling and/or violent behavior before it starts. The film opens with an intentionally clichéd love at first sight romance. The two main characters quickly fall for each other, set to the classic song “Walkin’ on Sunshine” by Katrina and the Waves. As the film progresses however, the viewer may begin to notice some warning signs—the man becomes more controlling and possessive, keeping tabs on the clothes she wears, the food she eats, and the people she associates with. This causes some of his earlier behavior to be re-evaluated—like his invasive selfie on her phone, or showing up uninvited at her front door. The signs are subtle at first, until it’s too late. By the end, the sweet, happy vibe of the song takes on a more ironic, dark twist, highlighting how easy it is to confuse love and abuse.
Results
The film’s popularity exploded, quickly going viral in Europe and South America, and garnering over 13 million views with over 350 thousand shares. Fans of the film took it upon themselves to create memes out of screen grabs, highlighting the ‘red flag behavior’ that the story was intended to convey. The comments were also overwhelmingly positive, with many women (and men) strongly identifying with the situations depicted in the film.