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Touching Red Cross PSA by BBDO New York Inspires Hope with Music

The organisation hopes to appeal to viewers who are able to donate this year and help make a difference for those in need

Touching Red Cross PSA by BBDO New York Inspires Hope with Music

Today, the American Red Cross Association launches a new campaign reminding us all that even in our darkest hour, there is always hope. The new brand film, entitled 'Piano', embodies the resiliency we’ve all displayed this past year, depicting how “The only thing a disaster can’t destroy is hope." The woman continuing to play piano amidst the ruins of her home is symbolic of how people have persevered through the many challenges of this past year.

The film, created by BBDO NY, features a custom-recorded rendition of Burt Bacharach’s 'What the World Needs Now', filling the moment with a beautiful message of love and healing.

The custom track was made possible due to the American Red Cross and music publishing company Primary Wave Music’s new 'giving back' partnership, launching with this project and providing the Red Cross access to the company’s extensive library of music catalogs, artists and other content without licensing fees. Moving forward, the Red Cross and BBDO will be able to create compelling campaigns with some of the best music, for free. Primary Wave houses the music of legends such as Whitney Houston, Bob Marley, Smokey Robinson, and Ray Charles among many other top artists.

The new PSA launches today, kicking off what is traditionally the biggest fundraising month for the American Red Cross. The organisation hopes to appeal to viewers who are able to donate this year to help make a difference for those in need.

Disasters happen year-round, even amidst a pandemic. Donations ensure that the Red Cross will always be there to provide help and hope to people affected by disasters both big and small.

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Client: American Red Cross

Title: 'Piano'


Creative Agency: BBDO New York

Chief Creative Officer, Worldwide: David Lubars

SVP, Creative Director: Anne Lac, Roberto Danino and Fred Kovey

SVP, Senior Creative Director: Eric Goldstein

Group Executive Producer: Alex Gianni

Producer: Reid Pierce

Music Producer: Julia Millison

Senior Business Affairs Manager: Kathy Bannon

Account Manager: Sam Henderson

Senior Strategic Planner: Alexandra Britt


Production Company: Film47

Director: Douglas Avery

Executive Producer: Vic Palumbo

Line Producer: Mark Hankey

Director of Photography: Paul Meyers

Production Manager: Tony Finley

Production Designer: Jason Haugaard


Editorial Company: Work Edit Ny

Editor: Adam Witten

Assistant Editor: Julian Laing

Head of Production: Alejandra Alarcon

Executive Producer: Erica Thompson

Telecine Company: Co 3 - Ny

Telecine Artist: Sofie Borup

Producer: Alexandra Lubrano

VFX Company: Method Studios Ny

Conform Flame Artists: Stephen Morris

Managing Director: Stuart Robinson

Executive Producer: Jesse Kurnit

Head of Production: Tsiliana Jolson

Sr. Producer: Bennett Lieber

Producer: Janine Conway


Music Company: Primary Wave

Composer: Jon Levine and Sound

Manager: Jake Livingston

President of Brand Marketing: Jeff Straughn

Creative Marketing Manager: Sam Sklover

Audio Finishing: Heard City

Composer: Evan Mangiamele, Seth Phillips

Asst. Engineers: Ronnie Stapleton, Catherine Sangiovanni

Managing Director/Partner: Gloria Pitagorsky

Producer: Andi Lewis

Producer: Sasha Awn, Jackie James

Category: Corporate, Social and PSAs , Social