Lightbox
Silver Award
"The Snowball"
SafeProject
United States
2025
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Entrant Company
FCB Health New York, an IPG Health Company
Program
Clio Health 2025
Advertiser Category
Health Awareness & Advocacy
Medium
Design Craft
Category
Art Direction
This film is a crafted design that merges traditional methods with modern technology to elevate the overall artistry. Alcohol misuse claims 3 million lives globally each year, and in the U.S., the wintertime not only brings extreme cold, particularly in the North, but also tends to increase alcohol consumption, raising risks such as cirrhosis. Our campaign highlights that anyone in these conditions might face similar challenges, not just those already affected by alcohol misuse. Drawing inspiration from a scientific article on how climate affects drinking habits, we crafted the film around the metaphor "snowball out of control," depicting the unpredictable increase in alcohol use and addiction as temperatures drop. The Snowball is the story of a man whose drinking habit snowballs out of control, set to “Everything I Have is Yours,” by Billie Holiday in our animation film, we endowed characters with emotions and personalities to make them feel real and relatable. We also used paper textures to symbolize our fragility in the face of alcohol. With the help of proprietary 2D Diffusion Render, we integrated hand-drawn artistry with AI-driven tools, crafting a unique and emotional visual style. For the sound, we preserved the original recording and enhanced it with an immersive Dolby Atmos 3D audio experience. Taking inspiration from the sonic textures of Billie's era, we utilized a Shure 730B microphone, also known as the "Billie Holiday microphone and analog recording techniques. We enhanced authenticity using handcrafted foley sounds that range from the crackling of snow to subtle object shifts. Each element was meticulously created using wood, fabric, and snow, blending historical and modern soundscapes for a unique narrative. The narrative, guided by Billie Holiday's moving song, underscores the escalating consequences for the characters as their situation worsens each time the metaphorical snowball grows. We made use of weather data, to display the film on colder, shorter days when risks escalate, driving broad awareness and traffic to our website, TheSnowball.org. Adding depth to our narrative, we poignantly note that Billie Holiday succumbed to cirrhosis due to long-term alcohol misuse, emphasizing the urgency of our message. The animation film, perfectly integrated with the music, reflects this. ‘Everything I Have Is Yours’ symbolizes life being eroded by alcohol, warning that in winter, alcohol consumption can quickly snowball out of control.
Credits
Advertising Agency
FCB Health New York, an IPG Health Company
New York
Advertising Agency
FCB Health New York, an IPG Health Company
New York
Agency Network
IPG Health
New York
Holding Company
IPG
New York
Production Company
Lobo
New York
Advertiser / Brand
SafeProject
Arlington
Music/Sound Company
Bumblebeat
New York
Chief Creative Officer
Kathleen Nanda
FCB Health New York, an IPG Health Company
Chief Marketing Officer
Mike LaBrie
SafeProject
Chief Executive Officer
Jeff Horwitz
SafeProject
Executive Director, Substance Use and Behavioral Health
Leslie Plaia
SafeProject
EVP, Group Creative Director/Head of Art/Art Director
Erico Braga
FCB Health New York, an IPG Health Company
EVP, Group Creative Director/ Art Director
Fábio Rodrigues
FCB Health New York, an IPG Health Company
SVP Creative Director/Copywriter
Roberto Vilhena
FCB Health New York, an IPG Health Company
SVP Creative Director/Copywriter
Bob Buzas
FCB Health New York, an IPG Health Company
VP, Creative Director/Copywriter
Andy Goodman
FCB Health New York, an IPG Health Company
SVP, Group Executive Producer
Rebecca Binder
FCB Health New York, an IPG Health Company
Director, Print Production
John Santangelo
FCB Health New York, an IPG Health Company
Print Production Supervisor
Reid Thomas
FCB Health New York, an IPG Health Company
Creative Director/Director
Mateus de Paula Santos
Lobo
Director
Tiago Marcondes
Lobo
Director
Diogo Kalil
Lobo
Managing Partner
Luis Ribeiro
Lobo
Executive Producer
Su Constantine
Lobo
Storyboard Artist
Rafael Fernandes
Lobo
Storyboard Artist
Marcos Felix
Lobo
Head of Production
Marcelo Barbosa
Lobo
Head of Postproduction/ Post-Production Producer/Editor
Eduardo Silva
Lobo
Producer
Rapha Stanzani
Lobo
Producer
Jules Loyola
Lobo
Post-Production Coordinator
Rosangela Gomes
Lobo
Post-Production coordinator-Assistant
Nathaly Lopes
Lobo
CG Coordinator/ CG Animation
Alceu Baptistão
Lobo
Modeling
Lucas Lira
Lobo
Lighting & Render
Mauricio Trivelin
Lobo
Ingest / Conform / Delivery
Isabela Balbo
Lobo
Ingest / Conform / Delivery
Marco Tavares
Lobo
Ingest / Conform / Delivery
Fábio Augusto
Lobo
Music Supervisor
Mike Boris
Jaded Melody
Music Director/Sound Design/ Mixing & Dolby Atmos Mix
Henrique Tanji
Bumblebeat
Music Director/Sound Design/ Mixing & Dolby Atmos Mix
Lucas Sfair
Bumblebeat
Mixing & Dolby Atmos Mix
Beto Neves
Bumblebeat
Mix Assistant
Rafael Angerami
Bumblebeat
Sound Designer
Diego Panico
Bumblebeat
Executive Producer
Luisa Hackett
Bumblebeat
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