Creativity

Gus Van Sant Brought Facebook 'Hopes' to the Golden Globes

Brand Debuted Anthemic Spot Following Campaign Kick-Off in December

By Ann-Christine Diaz. Published on Jan 08, 2018

Editor's Pick

While Oprah may have earned the prize for most rousing moment of the Golden Globes with her Cecil B. DeMille Award acceptance speech, Facebook also took a moment to deliver its own message of hope with an ad that aired during the broadcast.

The "World of Hopes" spot featured the familiar combination of multi-cultural, multi-generational faces and uplifting music that has become common in modern-day marketing summoning viewers to "be more" and "do more" with the help of their products. As we see various folks look up, out and beyond toward a more promising future, we hear their voiceovers proclaim their aspirations: "I hope I make them proud … I have a girlfriend, I hope we stay together.. I hope to keep making noise.. I hope for more love and tolerance in the world.. I hope that people understand that #MeToo is just the beginning...not in a cheesy way but a better world, altogether." Copy then reads, "Hope brings us together."

The anthemic spot was created by Facebook's in-house creative team The Factory and directed by features vet Gus Van Sant via Iconoclast. It continues the company's "Hopes" campaign that debuted late last year, which asked people to share their aspirations for the coming year with the #HopefulFor hashtag. Among the participants were celebrities including Melinda Gates, Elizabeth Banks, Pryanka Chopra and Nicole Kidman. Other platform ads in the campaign were directed by Peking via Hey Wonderful.

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Credits

Date
Jan 08, 2018
Agency:
The Factory at Facebook
Client:
Facebook
Vice President, Consumer and Brand Creative:
Scott Trattner
Head of Brand and Consumer Marketing:
Kofi Amoo-Gottfried
Brand Marketing Manager:
Whitney Smith
Brand Marketing Manager:
Colin Murtagh
Brand Marketing Manager:
Evan Rowley
Head of Brand Strategy:
Andrew Stirk
Brand Strategist:
Sam Halle
Creative Director:
Daniel Ilic
Copywriter:
Jan Jaworski
Copywriter:
Massaer Ndiaye
Copywriter:
Elizabeth Bassett
Art Director:
Edward Vince
Art Director:
Jansen Yoder
Art Director:
Peter Vattanatham
Executive Producer:
Blythe Barger
Producer:
Monica Wilkins
Legal/Business Affairs:
Mister Brumfield
Legal/Business Affairs:
Paul Fitzgerald
Legal/Business Affairs:
Kim Reddick
Legal/Business Affairs:
Simron Gill
Media Manager:
Shawntina Phillips
Production Company:
Iconoclast
Director:
Gus Van Sant
Director, Photography:
Hoyte van Hoytema
Executive Producer:
Caroline Phem
Line Producer:
Scott Kaplan
Project Manager:
Ena Nic
Editing House:
CARTEL
Editor:
Leo Scott
Executive Producer:
Lauren Bleiweiss
Producer:
Rebecca Baker
Producer:
Ali Reed
Post Production:
The Mill
Executive Producer:
Thatcher Peterson
Post Producer:
Marcus Speaker
Colorist:
Adam Scott
Online Editor:
Alex Candlish
Mix:
Lime Studios
Audio Engineer:
Jeff Malen
Executive Producer:
Susie Boyajan
Music Supervision:
The Teenage Diplomat
Music:
"Stand On The Word"
Music:
Joubert Singers
Creative Director:
Larry Corwin
Creative Director:
Demian Oliveira
Designer:
Clint Crothers
Producer:
Adrian Gunadi
Producer:
Bill Spangler
Producer:
Shena Hickman
Producer:
Paul Newman
Producer:
Amy Griffith
Media Manager:
Nick Holmes
Film Production Company:
Hey Wonderful
Director:
Peking
Managing Director:
Michael Di Girolamo
Executive Producer:
Sarah McMurray
Line Producer:
Kimi Porter
Line Producer:
Angela Jones
Director, Photography:
Frederik Jacobi
Director, Photography:
Starr Whitesides
Post Production:
Nomad Editing Company
Editor:
Jared Coller
Editor:
Kevin Clark
Vice President, Production:
Nicole Steele Batzofin
Post Producer:
Kevin Gottlieb
Photography Production:
Purple Lamb
Casting Services:
Nina Day
Premedia /Retouching:
Schawk Inc.
Illustration:
Buck

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