This New Ad Council PSA Illustrates the Enduring Power of Kindness

The thing about childhood trauma is it has a way of latching onto every single one of the senses for years to come. Decades later, a person who was bullied might be able to recall the names they were called during P.E. or the sweater they wore while they were teased in the lunchroom. The smell of a swimming pool, a certain lunch or even a sudden brush of someone’s hand can trigger memories of moments that are especially painful and can harbor lasting, life-shaping effects. Vivid and all too accessible, bullying leaves an impression. Equally impactful: the moments when a benevolent bystander comes to our defense, or a new friend shields us from harm with a simple hand on the shoulder or a diverting compliment. In the same way that a bad experience can remain with us, so can a kind gesture. With the assistance of San Francisco-based indie agency TBD, the Ad Council traveled through time with its new public service short film “A Message From the Future,” the latest installment of their “Because of You” campaign. [kickout id="1"] In a touching display of the enduring power of kindness, teenagers who have experienced bullying took part in a simulation that aged them by 10 years. "We knew we wanted to age the kids by 10 years in a live, real-time setting to create an emotionally raw experience,” said Anrick Bergman, the film’s director. “To achieve this, we started by scanning data of the teen’s face. Then we digitally changed the shape of a blank face to match their facial features and movements, capturing not just how they look but how they move, talk and their small, unique, behavioral micro signals.” Set in a classroom, the digitally aged students connect with fellow classmates who stepped in during their time of need, whether they were young heroes who physically removed them from harmful situations or were daily examples of goodwill. Those on the receiving end got to see the way their kind intervention helped their friend thrive as young adults. What stands out most about this approach is that these messages come from an authentic place, showing that future generations are grasping the effects of our interactions. “It’s so important that the 'Because of You' message remains genuine and comes directly from teens themselves,” said Lisa Sherman, president and CEO of the Ad Council. “This new work highlights the impact you can have on someone close to you, without you even realizing it.” See the behind-the-scenes film below to learn more about the process. [kickout id="2"] CREDITS: Client: Ad Council Heidi Arthur, Chief Campaign Development Officer Sheri Klein, VP, Group Campaign Director Madeline Miller, Campaign Director Trevor Lin, Campaign Management Assistant Julia Blumenstyk, Director, Strategy and Evaluation Ellyn Fisher, SVP, Marketing and Communications Shirley Yeung, Director, Marketing and Communications Sean Williams, Manager, Marketing and Communications Rebecca Mir, Director, Digital Project Management Carolina Trevino, Digital Project Manager Gregory Kelly, Director, Media Strategy Catherine Yarovoi, Campaign Analyst Agency: TBD Rafael Rizuto, Chief Creative Officer Sara Uhelski, Copywriter Leila Moussaoui, Art Director Bruno Menon, Designer Jordan Warren, CEO Adrian Dagli, Account Director Jeff Burger, Engagement Planning Director Rob Lee, Executive Producer Salem Weresh, Account Manager Production Company: Unit9 Anrick Bregman, Director Michelle Craig, Creative Partner Luca De Laurentiis, Executive Producer Mindy Lubert, Head of Production Sarah Barson, Production Lead Camilla Rose, Producer Mel Anderson, 1st Assistant Director Boyd Hobbs, DP Joe Wohlmuth, Sound Designer Lu Ts-Hsing, BTS VFX: Ingenuity Studios David Lebensfeld, VFX Supervisor Kieley Culbertson, VFX Producer Taos Whittaker, VFX Artist Post-Production Company: Beast Bob Spector, Editor Jeff Bielat, Producer Blake Bogosian, Editor Evan Mueller, Assistant Editor Eric Pascua, Colorist/Flame Artist Music Production Company: Jamute James Pinto, Music Producer Daniel Teles, Music Producer Alejandro Ramos Lepez, Executive Producer Julianna Zuppo, Production Coordinator Cassia Garcia, Production Coordinator