Planned Parenthood of New York: advert-top-1 by BBH NY
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Planned Parenthood wants to protect New Yorkers' rights to have sex with whomever they want with a 'Protect Our Freedom to F*ck' campaign.
The campaign, by BBH NY, uses frank language and a diverse cast to rally a younger audience to donate and raise awareness for Planned Parenthood in New York City. It’s a sex-positive campaign that celebrates the passion New Yorkers have for the city and for each other, and that PPNYC is here to help New Yorkers protect themselves and live healthy and fulfilling lives.
BBH NY has created a fully integrated campaign that is uniquely New York. BBH's strategy and creative teams partnered with ModCo media to develop the creative idea that covers online video, social content, digital display, OOH, print ads, retail partnerships, and a wide assortment of branded swag.
The campaign is designed to reach New Yorkers where and when the campaign will be most relevant to them: when people are on dates, going out at night or having experiences where this message would be fun and meaningful. Millennials may see the campaign when getting into a taxi late night or early morning; there are coasters, posters, condoms, and stickers in bars; and branded swag sold in stores.
The video spot, directed by Randy Krallman from Smuggler, highlights the diversity and strong personalities of the NYC population, and features people around the city speaking their minds in a way that only New Yorkers can. A woman walking down the street says, “F*ck New Yorkers who love to complain" while another doing laundry at a laundromat exclaims, “F*ck anyone with a washer-dryer. In their f*cking apartment.”
The video ends with, “Protect our right to safely f*ck whoever the f*ck we want. Donate to Planned Parenthood of New York City.”
Credits
Client: Planned Parenthood of New York City
Board Chair: Katie Danziger
Chief Executive Officer and President: Laura McQuade
Chief of External Affairs: Christina Chang
Chief of Development: Keith Corso
VP of Communications and Marketing: Adrienne Verrilli
Communications Director: Carrie Mumah
Agency: BBH NY
Chief Creative Officer: Gerard Caputo
Group Creative Directors: Hugo Bierschenk, Dean Woodhouse
Copywriter: Liz Loudy
Art Director: Casey Schweikert
Head of Design: Bruno Borges
Designer: Rachel Hess
Head of Production: Kate Morrison
Executive Producer: Abbie Noon
Producer: Rebecca O’Neill
Senior Print Producer: Rachel Freed
Director of Business Affairs: Librado Sanchez
Head of Account Management: Brett Edgar
Account Supervisor: Lucie Kittel
Account Manager: Cristina Flores
Office Coordinator: Elena Licursi
Chairman, Global Chief Strategy Officer: Sarah Watson
Head of Strategy: Kendra Salvatore
Strategy Director: Jenifer Murray
Group Communications Planning Director:Darus Zahm
Communications Planner: Christin Wiegand
Production Artists: Benny Perez, Sam Gilliland
Media Agency: MODCo Media
President: Eileidh Bamford
Business Manager: Libby Van Meter
VP, Media: Jodi Andrews
Associate Media Director: Jeff Klein
Director, OOH: Felicia McCleary
Production Company: Smuggler
Co-Founder: Brian Carmody
Co-Founder: Patrick Milling-Smith
Executive Producer: Sue Yeon Ahn
Director: Randy Krallman
Line Producer: Ian Blain
DP: Ed David
Editorial Company: Friendshop
MD/ Partner: Melissa Mapes
Editor: Ben Suenaga
Assistant Editor: Josh Nowlan
Producer: Laura Shackleford
Audio House: Sound Lounge
Mixer: Seth Phillips
Head of Production: Liana Rosenberg
Producer: Becca Falborn
Music: The Mike Theodore Orchestra “The Bull”
Music Consultant: Mind Your Music
Founder, CEO: Karyn Rachtman
VFX/Finishing: The Mill NYC
Senior Producer: Freya Hewett
Associate Producer: Ija Ochoa
2D Artist: Ben Kwok
VFX Supervisor: Kieran Hanrahan
Colorist: Michael Rossiter
Photographers: Jonathan Turton, Abbey Drucker, Ricky Rhodes
