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3M brings visibility to an issue that is too often left in the dark. The company recently launched Project School Zone Safety, a company initiative aimed to raise global awareness of … read morethe road dangers children face traveling to and from school. According to Safe Kids Worldwide, 500 school-age children die in roadside accidents every day. To help address this issue, 3M is sharing the stories of those most impacted through compelling video footage and real-life testimonies.
Agency: McCann, New York
Starting with 100 schools around the world, Project School Zone Safety is implementing science-driven innovations to make road improvements to help protect the lives of children. While 3M implements on-the-ground changes, the media campaign will showcase real stories, from real people, in these communities, touching on the positive impact that these solutions have made in their lives. 3M captured footage and testimonies on location from students, families, and educational administrators, including Mexico, India, and St. Paul, Minnesota.
The production team brought on documentary filmmaker Lorenzo De Guia who also worked with 3M engineers on premises to oversee the process. The team used drones, 360 cameras, and Steadicams to capture real footage of crosswalks being installed in multiple cities. Special 3M materials were implemented to reflect light and increase visibility on the road. The crew took note of the effect the crosswalks had, which created an immediate sense of order in otherwise chaotic intersections.
The dedication of their employees and culture at 3M also served as inspiration for the creative campaign. It was important to show the humility of the people behind the innovations, the passion that goes into every 3M project, and the company-wide pursuit to create solutions that make lives better.
The campaign will run globally across the US, Brazil, Mexico, India, Japan, and South Korea.
read less...McCann Credits
Caprice Yu, EVP Global Executive Creative Director
Dave Moore, EVP Director of Brand Content
Chad Baker, SVP Group Creative Director
Ryan Paulson, SVP Group Creative Director
Eric Aragon, Associate Creative Director
Jack Deligter, Associate Creative Director
Erica Yahr, Chief Strategy Officer
Laura Frank, SVP Group Strategy Director
Emily Brown, VP Strategy Director
Emily Castellano, Strategist
Eric Johnson, SVP Executive Music Producer
Colleen Dahlstrom, Music Producer
Kathy Love, SVP Executive Integrated Producer
Amber Greenwalt, SVP Executive Account Director
Alba Berdala, VP Account Director
Emily Charlton, Account Supervisor
Katherine Zhang, Assistant Account Executive
3M Credits
Brian Rice, SVP, Chief Brand and Design Officer
Yemisi Emiola, Global Brand Director
Kristine Frost, Sr. Global Brand Strategy Manager
Cindy Ridge, Global Brand Marketing Manager
Caitie Beisswenger, Sr. Global Brand Program Manager
Betsy Kennedy, Sr. Global Brand Specialist
Stephanie Dodd, Global Brand Project Manager
Production Company Credits
Craft
Head of Content: Adam D. Hirsch
Senior Producer: Zoe Katz Greene
Producer: Kathy Hofmann
Directors of Photography: Reuben Steinberg, Karina Silva
Post Production Credits:
Craft
Editors:
Ilya Katsap
Max Sitnikov
Senior Producer: Liz Snyder
Junior Producer/Assistant Editor: Hayley Danke
Audio Producer: Bianca Muccia
Assistant Editor:
Sara May
Paul DeCarlo
Audio Engineers:
Gerard McConville
Nick MacDonald
Colorist:
Devin Altobello
Graphics:
Ian Lamont-Havers
Rebekah Piaquadio
Matt Flamm
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