“Adweek’s Arc Awards: These 22 Campaigns Raised the Bar for
Brand Storytelling Excellence in 2018”

 
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You have probably heard of AdWeek. By their own measurement, the magazine reaches 100% of the Fortune 500 CMOs and senior executives from the top 150 media agencies. More than 150,000 agency and media-decision makers subscribe.

They are a giant voice in the industry, towering over the endless sea of small creative shops like ours. That’s why we [Windy Films] were surprised last month when we found out we won an AdWeek ARC Award for our campaign with Planned Parenthood in 2018.

Three years ago, Adweek wanted to start recognizing the industry’s growing trend of branded content. As they say on their site…

In just a few short years, branded content has matured from a burgeoning category to a dynamic new business distinct from interruptive advertising. As a result, the biggest producers, executives and talent in the business are getting onboard, and nurturing their own storytelling genres.

The Adweek ARC Awards celebrates the creativity, originality and excellence coming out of this exciting marketplace.

Our campaign for Planned Parenthood (that won the award), as an example. With a crew of just six people plus one from the client, we were able to respectfully live in the world of women who have experienced an abortion, working very personal emotional spaces in their homes and communities. We were surgical about what shots we needed, carefully controlling light, sound, camera motion and character direction for all of it. In this way, we worked hard to bring the intention of a high-stakes, high-budget commercial to the low-footprint, low-barrier-to-access process of content creation. In this way, the new approach of “content” actually allowed us to tell the story better.

It’s with this approach that we aim our sights on growing our business and supporting other content creators. In case you haven’t already, nearly thirty people who share our belief that the future of storytelling lies in small SWAT teams using the exact skills and tools needed for the right strategy and story. Looking forward, that story can be told with many mediums - moving and still image, sound, and experience - all in concert. We’re thankful that this multi-media approach was recognized by AdWeek in the case of our Planned Parenthood campaign.

Planned Parenthood and Windy Films captured those testimonials with a female-led crew of filmmakers for “Dear Senator,” which included a 12-minute digital short, five TV ads, two radio spots and 20 pieces of online content. [AdWeek excerpt]

For the full piece from Windy’s Website, about the 2019 AdWeek Award and Branded content

The Team which won the AdWeek Award, for “Dear Senator”

Agency: Windy Media

Director: Julianne Gauron

Director of Photography: Shannon Palmer

Executive Producer: Will Humphrey

Creative Director: Tripp Clemens

Head of Production: Harvey Burrell

Producer: Jordan Berry

Camera Assistant: Colby Todisco

Assistant Editor: Victoria Jamieson

Audio Production: Brian Misiewicz

Key Grip: Patrick Naughter

Sound Mix: Jorel Corpus

Color: Nice Shoes