Families know that each day is full of bustling activity from the moment the alarm rings to the clicking off of the bedside light. More moments made on Mohawk - accidental, playful, purposeful - layer into cherished memories in a new spot narrated by Molly Ringwald for The Richards Group. Supporting the heart-bursting slices of life are the water splashes, clacking footfall, scraping chairs, and robust chatter that makes a house a home. Lucky Post’s Scottie Richardson created this soundscape to seamlessly blend with the visual narrative, edited by Logan Hefflefinger, and envelop viewers in each welcoming environment. Richardson also engineered the remote record session with Ringwald, whose voice adds the knowing warmth of someone who understands your world. And sure, that world may include a giant dog shaking water on the floor or a dropped science project scattering in the kitchen. But that’s okay, because under it all is the winsome beauty of Mohawk.
Lucky 21’s Andrew Ryan Shepherd presents the cinematic look at a young man’s life shaped and changed over time, like his Nokona baseball glove. “It Breaks You In” is an ode to baseball that wields quietly powerful emotion, where moments of heartbreak and defeat yield to small joys and earned triumphs. The Texas-made glove is a constant companion throughout this journey.
Since 1934, in Nocona, Texas, premium ball gloves have been handcrafted by skilled American workers using the world’s highest quality leathers. Nokona gloves are individually cut, stamped, stitched, laced, and embroidered, which gives each one its own unique identity and feel. That spirit of individual identity and personality within a collective effort is ever-present in Shepherd’s piece and a reflection of baseball itself.
To create this passion project, Shepherd collaborated with the team at Lucky Post. Having worked together on other projects made this labor of love an act of friendship, one that ushered forth a filmic narrative that strikes a chord no matter what moves you forward through strikeouts and home runs.
Bonton Farms is redefining community in its neighborhood in South Dallas in unique ways. Among them, utilizing the wider community of supporters, including the Dallas advertising community, to help make an impact. Over the past year, Element Ad 2 and AICP member companies, including Lucky 21 and Lucky Post, came together on a journey of discovery that would ultimately result in a pro-bono 360 awareness campaign for the organization. The campaign underscores “Redefining Community” to show that Bonton Farms isn’t just about food. It’s a collective effort to highlight and address systemic inequity.
Bonton is located in a South Dallas neighborhood where poverty is rampant, jobs are scarce, and access to what many people take for granted is limited; a school, for instance, or a place to purchase groceries. A mere seven minute drive from downtown Dallas, Bonton residents have a 58% higher risk of cancer and a 61% higher risk of stroke than the rest of the metroplex. Still, it is a place of hope where residents and transplants have come together to help make meaningful change.
At the heart of this movement is Bonton Farms. Since its establishment, Bonton Farms has expanded from a hands-on place of sustenance and education to a 40-acre center with a market and resources that help residents pursue job opportunities, open businesses, maintain housing stability, and provide education to their families.
Element Ad 2 - a consortium of advertising professionals who work on an annual pro-bono campaign as part of their Ad 2 membership - took up the challenge to communicate the multifaceted ways in which Bonton Farms and neighborhood locals are making change. The goal is to provide viewers with a greater understanding of the socioeconomic inequalities present in Dallas, and to drive support for Bonton Farms.
“I’ve always said that once you are exposed to an issue, you have two choices: pretend it doesn’t exist - which is very hard to do - or help,” says neighborhood resident and Bonton Farms founder Daron Babcock. “The more people really see, the greater the involvement. So to have this investment of energy and talent in telling our bigger story is really vital to being a catalyst for change.”
For the people involved in making the campaign, the process began with firsthand experience at Bonton Farms, absorbing, listening, volunteering, and understanding. From there, the team at Element Ad 2 developed a digital and broadcast campaign, including spots produced in partnership with production company Lucky 21 and Lucky Post.
“Bonton Farms touches so many lives, and is helping to turn around a largely ignored neighborhood with hard work and hope,” comments Creative Director McKenzie Teng. “Our goal was to provide Bonton Farms with 360 branding to help communicate their mission and story. It’s a life-changing organization, ours included.”
“Working on this campaign was electric - you could feel the energy and passion from everyone involved,” says Lucky Post Editor Sai Selvarajan. “Having volunteered at Bonton Farms, I understood how they are working holistically to address change - and am excited to contribute to a campaign that further amplifies the message and the importance of what they do.”
People love AE Dairy. To find out why, a new campaign goes straight to the top and across the entire production chain. Real AE Dairy employees give nod to the importance of quality each step of the way, from Iowa farms to taste and freshness testing, and finally the quick delivery of milk to loyal consumers. It's all part of the ridiculously high standards held by AE Dairy….as Miriam, Warren, John, and Dave can attest.
Editor Elizabeth V. Moore worked side by side with her colleagues at Lucky Post to deliver the spots via agency The Richards Group.
The new campaign for Creative Planning speaks directly to the lack of transparency in the wealth management industry through a series of bizarre situations. Ill-fitting suits, snake oil doctors, and other less-than-appetizing offerings are at the center of the comedic campaign edited by Lucky Post’s Logan Hefflefinger and directed by MJZ’s The Perlorian Brothers for The Richards Group. From concept to casting these delightfully cringe-worthy movie moments deftly highlight how financial advisors should focus on their clients’ best interests, not shifty sales.