Latest from Brand New School and Hill Holliday: “Feeding America”
In a major effort to fight hunger this year, for every $1 given through the Gift for Opportunity fund before January 9, 2012, Bank of America is giving $2 to Feeding America. To promote this charitable program nationwide, advertising agency Hill Holliday and BNS created a simple but poignant cinema spot that debuted in theaters across the country in November and continues to screen for moviegoers.
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Along with the original animation from BNS, the spot features Nick Drake’s “Place to Be” and this voiceover copy: “One in six Americans struggles with hunger. That’s why Feeding America offers the support they need to thrive. And you can help. For instance, a $10 donation helps provide 80 meals for your neighbors in need. And this holiday season, Bank of America will triple your gift for a total of 240 meals. Together we can make three times the difference: Visit bankofamerica.com/give.”
BNS founder and executive creative director Jonathan Notaro said, “Creating a traditional, design-driven animation for a good cause is something we were happy to help with. We’re very grateful to our friends at Hill Holliday for bringing this our way.”
BNS art director Christopher Palazzo also provided some input. “This time around we began with good old fashioned pencil on paper,” he said. “The message of the piece is very sincere and straightforward, and the graphic language had to match. I feel like this is one of the things we do best.”
Media Feeding America
Project Name: Bank of America “Feeding America” Cinema Spot
Running Time: :30
Debut Date: Nov. 14, 2011 (USA)
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Client: Bank of America
Agency: Hill Holliday
Production Company: Brand New School
Executive Creative Director: Jonathan Notaro
Art Directors: Christopher Palazzo, Mario Sader
Designers: Stephen Kelleher, Kaya Ono
2D Animation: Ben Hill, Erica Gorochow
Managing Director: Danny Rosenbloom
Executive Producer: Devin Brook
Producer: Madison Brigode
Production Coordinator: Misha Brea
Music: Nick Drake’s “Place to Be”
