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LYNX & DITCH THE LABEL – Not3s

The Ditch Labels, Ditch Bullying campaign challenges guys to ditch the words they’ve personally been labelled with. In three 30’ films, we see Locke, Not3s and Michael Dapaah (Big Shaq) destroy the words that represent the labels they’ve been given and that have held them back: overrated (Not3s), fag (Locker), trash (Michael Dapaah). Each of these influencers talk about how these words have impacted them and chose powerful ways of disposing of these labels, instilling a powerful message and encouraging them to not let words defined them. The campaign launches today on social media and includes three 30-second films and 10-second cutdowns.

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LYNX & DITCH THE LABEL – Ollie

Recent research from LYNX‘s partners, Ditch the Label and Promundo, discovered that harmful masculine labels have a direct connection with bullying and a negative impact on how young people express themselves. In the UK, nearly a quarter (22%) of young adults have been the subject of bullying, with over half (57%) believing they were bullied due to their appearance and 40%, due to their interests or hobbies*. In the US, 50% of guys often think about changing their appearance to avoid bullying, 1 in 3 guys admit to bullying their peers, and 3 in 4 have been the victims of those bullies themselves.

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LYNX & DITCH THE LABEL – Michael Dapaah

The new campaign created by 72andSunny Amsterdam for LYNX, ‘Ditch Labels, Ditch Bullying’, stars influencers such as TV personality Ollie Locke, Not3s and rapper Michael Dapaah – all of whom have found themselves the target of harmful labels. As part of the campaign, LYNX has launched a limited-edition Unlabelled kit, where the brand has removed its own label to promote the Ditch The Label charity and message.

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Harvester Uncovers Sneaky Conspiracy in Step Change for the Brand

For 35 years, Harvester has been serving up freshly grilled ribs and chicken, alongside its iconic salad bar, to the nation. To mark this milestone, Pablo the lead agency were tasked to create an advertising campaign that celebrated the iconic brand’s role in British culture and challenged perceptions. With a roll-out plan for refurbished Harvester restaurants across the country, the brand is seeking to reinforce its credentials as a leading destination for British diners.

The new campaign – comprising VOD, radio and social – represents a deliberate move towards a more provocative and fun tone for Harvester; in line with its ‘fresh thinking’ brand platform that aims to bring a fresh perspective to dining out, with original and entertaining viewpoints on popular culture.

The ads are built on an insight gathered via social listening; that up and down the country many Harvester fans were tweeting their outrage at being left out of a Harvester visit. In a nod to the popular true crime genre, the campaign seeks to uncover this mysterious ‘phenomenon’ of the ‘sneaky Harvester’.

Sarah Gamble, head of brand marketing, said: “As a well-loved brand with a 35-year heritage we wanted to celebrate the passion felt by our fans, but reacquaint audiences with our fun, entertaining and modern side. Pablo have created a bold piece of communication that is really relevant and represents a step change for the brand.”

Mark Sng, partner and head of planning at Pablo said: “Harvester is a cultural institution so it’s only right that we showcase the extent to which Harvester FOMO sparks very real emotions. We’re excited to be working with the brand in this next phase of the its evolution, reclaiming their rightful place at the heart of the casual dining sector.”

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Kyle Edmund Jaguar F-Type TV Spot

British No.1, Kyle Edmund, has today stated his ambition to become the best tennis player in the world as he prepares to take the Wimbledon Championships by storm next week. Speaking exclusively as part of Jaguar’s Show Your Edge content series, Edmund describes how his self-belief has been the driving force behind his impressive recent form.“I have developed a belief that there is no one I can’t beat and I’m at a stage now where I do not fear anyone.”

Edmund has shot up through the rankings this year and believes one asset in particular can give him the edge. “In my opinion I have the best forehand in the world. My ball striking is the best it has ever been, I have all the tools and that gives me great confidence going into Wimbledon.” The 23-year-old certainly isn’t shy in sharing where he feels his ambitions can take him. “There are so many things to accomplish”, Edmund says, “there’s always the determination to achieve more and, of course, eventually becoming number one in the world is one of those.”

Jaguar UK ambassador, Edmund, is approaching his first Wimbledon as British number one with a composed optimism, described how his predecessor has helped him build his edge. “I’ve spent four off seasons with Andy (Murray) and I remember thinking this guy is number three in the world, his work ethic is incredible, if that is what number three looks like, I can’t expect to work less and get higher than that. There are no shortcuts in this game.”

The short film is the first in a three-part series of ‘Show Your Edge’ films that will offer insight into the journeys of British tennis’ three biggest stars; Edmund, Johanna Konta and Andy Murray, as we approach the start of the Wimbledon Championships next week. Jaguar is entering its fourth season as the Official Car of The Championships, Wimbledon which runs from Monday 2 July to Sunday 15 July. Jaguar will supply 170 vehicles from its award-winning range, including the XE, XF, XJ and F-PACE as well as the new, all electric I-PACE driving over 30,000 journeys during the tournament.

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Made Defiant: The Mixtape ft. Neymar Jr., Kane, Özil and Mendy | Beats by Dre

Beats by Dr. Dre today reveals the latest installment of its “Made Defiant” campaign, and they’ve pulled out all the stops.

Enlisting iconic director Guy Ritchie to provide his signature, high-octane and tongue-in-cheek style, the new film focuses on the defiant attitude footballers require to make it to the top, ahead of a huge year of World Cup action.

The film tells the individual stories of Andriy, a Russian kid with big dreams in the play-park where it all began for some of the best players of the planet. England’s Harry Kane, Germany’s Mesut Özil, Benjamin Mendy from France and Brazil’s own Neymar Jr all star in the new advert, where they showcase how they remained defiant to star for their respective countries while wearing the latest Beats by Dre Decade Collection headphones.

Sountracking the supercharged visuals is Anderson .Paak’s latest banger, “Bubblin,” which sets the pace as Eden Hazard, David de Gea, Fyodor Smolov, Gabriel Jesus, and Raúl Jiménez all feature as supporting cast alongside cameos from Beats family members Serena Williams, Thierry Henry, and Patrice Evra.

You may also recognise a certain voice from “Peaky Blinders,” with  Paul Anderson narrating the new film, which you can watch in full above.

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