"Celebrities Read Mean Tweets" is one of Jimmy Kimmel's most popular segments. It's been spoofed here and there—even by ad agencies. But now, Canadian agency John St. takes the theme in a bit of a different direction with "Kids Read Mean Tweets."
Check it out here:
"It's easy to laugh at rich celebrities reading some of the terrible things people have said about them online. We condone it. We even revel in it," the advertiser, Canadian Safe School Network, said in a statement. "But this same behavior is turning almost 40 percent of Canadian kids into victims of cyberbullying. It's a growing epidemic that invades their lives and leaves many feeling like there's no way out."
The client has even started an Indiegogo campaign to raise money, all of which will go into buying online video so the spot can be seen by more people.
CREDITS
Client: Canadian Safe School Network
Agency: John St, Canada
Executive Creative Directors: Stephen Jurisic, Angus Tucker
Creative Director: Niall Kelly
Copywriters: Kohl Forsberg, Jacob Greer
Art Directors: Jenny Luong, Denver Eastman
Agency Producers: Madison Papple, Cas Binnington
Account Supervisor: Matty Bendavid
Digital Strategy: Adam Ferraro, Michael Nurse
Community Manager: Jacqueline Parker
Production Company: OPC
Director: Chris Woods
Director of Photography: James Gardner
Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault
Line Producer: Dwight Phipps
Editing: Saints Editorial
Editor: Mark Paiva
Editorial Executive Producer: Stephanie Hickman
Editorial Producer: Ardith Birchall
Visual Effects, Online, Finishing: The Vanity
Colorist: Andrew Exworth
Flame Artist: Naveen Srivastava
Visual Effects Executive Producer: Stephanie Pennington
Audio Post Facility: Eggplant Collective
Audio Director, Composer: Adam Damelin
Audio Head of Production: Nicola Treadgold