Cannes Lions

Camden Sophisticated Sisters

TEAM DETROIT, Dearborn / FORD / 2016

Film
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Overview

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Credits

Overview

Description

Bring the brand idea of Go Further to life. Tell the story of Camden Sophisticated Sisters (CSS) in a visual language that matches the energy, excitement and youth of CSS and its vivacious, inspiring leader: Tawanda. To open with an explosive, visceral montage of dancing, drumming that capture the soul of CSS, juxtaposed against the crime of America’s most impoverished and violent city. We then deliver a punch with a powerful statement that sums up CSS: “It has nothing to do with dancing. It has everything to do with saving lives.” Show the jaw-dropping dance and music that can rise out of the worst conditions. Our desire was to make a film that inspires others and truly has a positive impact on the city of Camden. Spreading Tawanda’s message and showing how the way she goes further changes the world.

Execution

One video was posted and shared. Simple. Powerful.

Outcome

5,946 SHARES. 45,246 VIEWS. Picked up by UpWorthy. Increased association between Ford and “Go Further” to the relevant audiences.

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