Two slice of life stories, side by side, just shown. Not narrated, not intepreted, not exaggerated, not whitewashed.
The power of Chi & Partners New York commercial, The Walk, for charity organisation, Every Mother Counts, is in the juxatoposition of two show-it-like-it-is pieces of film.
The split-screen device used by director, AG Rocas, of production company, Caviar, allows the audience to compare the journeys of two pregnant women in labour. One woman lives in a first world country, the other in the third world. The woman in developed country is transported by her partner by car to hospital, where she is assisted through labour and delivery. The other woman continues to walk across barren countryside throughout the whole of the commercial.
The commercial was created by executive creative directors, Jeff Anderson and Isaac Silverglate, and creatives Ronnie Lee and Patrick Regan.
Every Mother Counts was founded by Christy Turlington (Burns). This week’s commercial extends the advocacy campaign, No Mother’s Day, created in May, to increase education and support for the global reduction of maternal mortality. In the earlier film, celebrity women, including Turlington, Jennifer Connelly and Debra Messing, asked women to forego Mother’s Day and to ‘disappear’ instead – sending no emails, taking no phone calls, accepting no gifts or cards, and not using social media.
"We hope this film becomes a pivotal moment in getting people to stop and think about maternal health on a much larger scale," Turlington said. "Nearly 360,000 women die every year from largely preventable causes related to pregnancy and childbirth, and 90 per cent of those deaths are preventable. Once people know the facts, they will want to do what they can and come to us to find ways to engage."
Chi & Partners is the UK's fastest growing agency of the last 10 years and recipient of 3 Agency of the Year titles. The New York office opened in 2009 and is now a 120 people, full service agency.