Part of The Salvation Army’s holiday Red Kettle campaign, a new PSA “Silent Night” sheds light on the realities of surviving in today’s economic climate. Edited by Camp Lucky’s Elizabeth M. Stewart for agency LERMA/, the short film presents the journey of a displaced family attempting to navigate life after facing eviction. A mother with two kids struggles to stay afloat until finding her way to a safe place through services provided by The Salvation Army. Relatable to many, the spot tugs at the heartstrings while encouraging viewers to register to donate and “bring someone peace & volunteer to ring the bell.”
“This spot marks a significant shift for The Salvation Army from docu-style vignettes to narrative storytelling which allows us to showcase an experience that often goes unseen: the moments following an eviction,” says Kirstin Mullins, Associate Creative Director, LERMA/. “Through the lens of a single mom and her kids, we follow an overwhelming journey that’s all too common with eviction rates over 50% higher than before the pandemic.”
“In helping to tell an emotional story that highlights the work of The Salvation Army, I’m reminded of the struggles others are facing and how we can all provide some assistance,” notes Elizabeth M. Stewart. “What I love about working with this team is they strove to create something that is both artistic and impactful – and those are my favorite goals with any project I work on. The idea of juxtaposing the beautiful but haunting acapella rendition of "Silent Night" against footage of a night that was very much not silent nor peaceful is brilliant. I hope people feel its impact as much as I do.”
Among its many programs, The Salvation Army provides food, shelter, clothing, and financial assistance, youth services with programs for music, athletics, arts, and crafts, camping and family counseling, as well as its iconic Red Kettle Campaign, in which the famous Red Kettles are a centerpiece, to help individuals and families during the holidays and beyond.
Credits:
Client: The Salvation Army
Project Name: Silent Night
Agency: LERMA/
CD, Copywriter: Katie Bernet
CD, Art Director: Amanda Jackson
ACD, Art Director: Kirstin Mullins
Broadcast & Content Producer: Bridget Fontenot
Principal, Brand Leadership: Cassidy Wren
Account Director, Brand Leadership: Molly Murer
Account Supervisor, Brand Leadership: Jillian Holliday
Account Supervisor, Brand Leadership: Stacey Taylor
Account Executive, Brand Leadership: Meryn Kennedy
Production Company: The Fold
Directors: Benji Allred, Christian Darais, Merik Richardson
Director of Photography: Jared Fadel
Post: Camp Lucky
Editor: Elizabeth M. Stewart
Audio Engineer: Matt Cimino
Color: Neil Anderson
Finish Artist: Laychin Lee
EP: Jessica Berry
Assistant Editor: Cate Hauder
Music Company: Fangirl
Creative Director: Christian Darias
Lead Composer: Stuart Maxfield
Vocalists: Jenessa Smith (English) & Mindy Gledhill (Spanish)
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