Gus Van Sant Brought Facebook 'Hopes' to the Golden Globes
Brand Debuted Anthemic Spot Following Campaign Kick-Off in December
Editor's Pick
While Oprah may have earned the prize for most rousing moment of the Golden Globes with her Cecil B. DeMille Award acceptance speech, Facebook also took a moment to deliver its own message of hope with an ad that aired during the broadcast.
The "World of Hopes" spot featured the familiar combination of multi-cultural, multi-generational faces and uplifting music that has become common in modern-day marketing summoning viewers to "be more" and "do more" with the help of their products. As we see various folks look up, out and beyond toward a more promising future, we hear their voiceovers proclaim their aspirations: "I hope I make them proud … I have a girlfriend, I hope we stay together.. I hope to keep making noise.. I hope for more love and tolerance in the world.. I hope that people understand that #MeToo is just the beginning...not in a cheesy way but a better world, altogether." Copy then reads, "Hope brings us together."
The anthemic spot was created by Facebook's in-house creative team The Factory and directed by features vet Gus Van Sant via Iconoclast. It continues the company's "Hopes" campaign that debuted late last year, which asked people to share their aspirations for the coming year with the #HopefulFor hashtag. Among the participants were celebrities including Melinda Gates, Elizabeth Banks, Pryanka Chopra and Nicole Kidman. Other platform ads in the campaign were directed by Peking via Hey Wonderful.
Credits
- Date
- Jan 08, 2018
- Brand :
- Client :
- Agency :
- The Factory at Facebook
- Vice President, Consumer and Brand Creative :
- Scott Trattner
- Head of Brand and Consumer Marketing :
- Kofi Amoo-Gottfried
- Brand Marketing Manager :
- Whitney Smith
- Brand Marketing Manager :
- Colin Murtagh
- Brand Marketing Manager :
- Evan Rowley
- Head of Brand Strategy :
- Andrew Stirk
- Brand Strategist :
- Sam Halle
- Creative Director :
- Daniel Ilic
- Copywriter :
- Jan Jaworski
- Copywriter :
- Massaer Ndiaye
- Art Director :
- Edward Vince
- Director :
- Peking
- Director :
- Gus Van Sant
- Production Company :
- Iconoclast
- Copywriter :
- Elizabeth Bassett
- Art Director :
- Jansen Yoder
- Art Director :
- Peter Vattanatham
- Executive Producer :
- Blythe Barger
- Producer :
- Monica Wilkins
- Legal/Business Affairs :
- Mister Brumfield
- Legal/Business Affairs :
- Paul Fitzgerald
- Legal/Business Affairs :
- Kim Reddick
- Legal/Business Affairs :
- Simron Gill
- Media Manager :
- Shawntina Phillips
- Director, Photography :
- Hoyte van Hoytema
- Executive Producer :
- Caroline Phem
- Line Producer :
- Scott Kaplan
- Project Manager :
- Ena Nic
- Editing House :
- CARTEL
- Editor :
- Leo Scott
- Executive Producer :
- Lauren Bleiweiss
- Producer :
- Rebecca Baker
- Producer :
- Ali Reed
- Post Production :
- The Mill
- Executive Producer :
- Thatcher Peterson
- Post Producer :
- Marcus Speaker
- Colorist :
- Adam Scott
- Online Editor :
- Alex Candlish
- Mix :
- Lime Studios
- Audio Engineer :
- Jeff Malen
- Executive Producer :
- Susie Boyajan
- Music Supervision :
- The Teenage Diplomat
- Music :
- Stand On The Word
- Music :
- Joubert Singers
- Creative Director :
- Larry Corwin
- Creative Director :
- Demian Oliveira
- Designer :
- Clint Crothers
- Producer :
- Adrian Gunadi
- Producer :
- Bill Spangler
- Producer :
- Shena Hickman
- Producer :
- Paul Newman
- Producer :
- Amy Griffith
- Media Manager :
- Nick Holmes
- Film Production Company :
- Hey Wonderful
- Managing Director :
- Michael Di Girolamo
- Executive Producer :
- Sarah McMurray
- Line Producer :
- Kimi Porter
- Line Producer :
- Angela Jones
- Director, Photography :
- Frederik Jacobi
- Director, Photography :
- Starr Whitesides
- Post Production :
- Nomad Editing Company
- Editor :
- Jared Coller
- Editor :
- Kevin Clark
- Vice President, Production :
- Nicole Steele Batzofin
- Post Producer :
- Kevin Gottlieb
- Photography Production :
- Purple Lamb
- Casting Services :
- Nina Day
- Premedia /Retouching :
- Schawk Inc.
- Illustration :
- Buck
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