The partnership will see Be Cool Be Nice's brand-new animated music video made by made by Sunshine and MPC Creative air as interstitials on Viacom's powerhouse brands, including Nickelodeon and MTV.
Sunshine and MPC collaborated with the anti-bullying movement Be Cool Be Nice to produce the animated music video featuring characters created with design direction from a cast of fashion all-stars.
The film’s characters have design and creative input from Christopher Bailey (Chief Creative Officer, Burberry), Pat McGrath MBE (Founder, Pat McGrath Labs), Chaos Fashion (super stylists of Fendi etc Charlotte Stockdale and Katie Lyall), Henry Holland (Founder, House of Holland) and more. The characters originate from the Be Cool Be Nice book, now on sale in the UK and the US.
The international Be Cool Be Nice movement is aimed at helping to combat cyber-bullying by encouraging people to communicate and use social media in a positive and proactive way.
Al MacCuish, Founder & Creative Chairman, Sunshine stated: “Be Cool Be Nice is a dream partnership for Sunshine. Using creativity as a tool for good is part of our core values, and this cast of creative powerhouses on board are testament to the significance of this movement.”
Alex Snookes, VFX Supervisor (2D), MPC said: “Working closely with Sunshine, MPC’s team of ‘Life’ artists turned to music video nostalgia whilst bringing it bang up-to-date in order to create content a younger audience will enjoy – and with an awesome cast of CG characters to boot. Such a fun project and the cause makes it so much more rewarding”.
BE COOL BE NICE (BCBN) is a global movement sparked by one teen’s struggle and flamed by the staggering fact that one in five young people will be a victim of cyber bullying. The movement launched last year with help from Kendall Jenner and Willow Smith on the covers of Garage magazine (Fall/Winter2016) and an unprecedented Snapchat x Be Cool Be Nice collaboration. The movement has been adopted by celebrities, style icons, artists and leaders across the globe, growing BCBN from a rallying cry into a multi-media collaboration to encourage the use of social media in a positive and proactive way and to advocate kindness and good manners on and offline. The campaign has also seen a Times Square takeover with animation by Sunshine and a window installation at The Conran Shop. The film will be distributed on Viacom’s network as interstitials on MTV and Nickelodeon.
Anti-bullying week is an annual initiative led by Anti-Bullying Alliance and this year takes place from 13th-17th November 2017.
As part of the partnership, Nickelodeon UK's The Scoop has also unveiled a video featuring advice from celebrities on what viewers can do if they're being bullied:
The Be Cool Be Nice book is part journal, part friend, and part interactive manual, and comes with a free app and an exclusive Snapchat lens. The book was curated by superstylists Chaos Fashion (Charlotte Stockdale and Katie Lyall) and Kravitz Design (rockstar Lenny's company), with credits that read like the pages of GQ and Vogue. It features artwork designed by some of the biggest brands in the business, from the Burberry bear wearing the iconic trench to the camo-clad Neil Barrett bears, the Hunstman bear and the Henry Holland ice lolly. When scanned using the Be Cool Be Nice app, a number of the pages unlock exclusive videos with designers and celebrity partners, from DSquared2 founders, Dan and Dean Caten, to Lenny Kravitz himself. The book is published by Studio Press, part of Bonnier Publishing.
Be Cool Be Nice film credits:
ADVERTISER
HEAD OF BRAND & COMMUNICATIONS: Bethany Reilly
ADVERTISER: Be Cool Be Nice
ANIMATION
LEAD LIGHTING: Raju Ganesh
LEAD ANIMATION: Ankan Sanyal
CREATIVE AGENCY
PRODUCER: Daniel Finn
HEAD OF ART: Simon Holmes
EXECUTIVE PRODUCER: Lesley Williams
CREATIVE CHAIRMAN: Al MacCuish
ART DIRECTOR: Alex Bones
CREATIVE AGENCY: Sunshine
POST PRODUCTION / VFX
VFX SUPERVISOR: Anthony Bloor (3D), Alex Snookes (2D)
VFX PRODUCER: Russell Forde
PRODUCTION COORDINATOR: Sanchit Soi
POST PRODUCTION HOUSE: Rupert Cresswell
MOTION GRAPHICS: Murray Hussain
EXECUTIVE PRODUCER: Julie Evans
DIRECTOR: Rupert Cresswell
COMPOSITOR: Ginesh Gandhi
PRODUCTION COMPANY
VFX: MPC
PRODUCTION COMPANY: MPC Creative
DIRECTOR: Rupert Cresswell
Sources: LBBonline, British GQ, The Bookseller.
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