STAY HOME, SAVE LIVES How did this campaign put your creativity to the test? Making effective messaging that resonates with people is the reason I work in advertising. And what message could have been more important back in March than ‘stay home, save lives’? When the opportunity to work with the mayor on this life- saving messaging presented itself, it was simply something we had to do. Havas has a pulse on culture, and we aim to make internet-worthy content for our clients, so the team was poised and ready to bring the campaign to life, which we did in just four days. It was a super quick concept and writing process, then we went to set,shot it and edited it. It was a SWAT team effort to get it done while following safety protocols in the pandemic. Why did you decide to play on the mayor’s light- heartedness, even during a global health crisis? Mayor Lightfoot’s sense of humour is a part of her persona that’s been connecting with people in Chicago and around the world. We knew we wanted to lean into that when delivering a serious, life-saving message. There were memes making their way around social media about the mayor that are funny, but supportive of her. She is stern but endearing, serious but sassy. This campaign was crafted as shelter in place orders came into effect across the globe. Looking back, what was that experience like? It is a bit surreal to look back at this year, but especially that shoot. It was a very crazy time and we were all adapting to a new way of working when we shot this campaign.In fact, this was one of the shoots where we proved just how resourceful, nimble and effective production can be during a pandemic, even while wearing masks, keeping physically distanced, and constantly disinfecting the props and equipment. Mayor Lightfoot really enjoyed herself on set and we had a good time, even from six feet apart. The mayor was wonderful at taking direction and delivered the lines in her own unique way. How did the city of Chicago react to the campaign? The reaction to the PSAs was super positive and transcended Chicago, making headlines globally. During a very heavy and scary time, Chicagoans got to see Mayor Lightfoot embrace the fun side of herself and use humor to connect. It created a feeling that the mayor did what was right - she worked hard for the city and Chicagoans’ best interests in mind. It felt pretty special to be part of it. How do you think the industry has changed this year? Every company is being scrutinised for what they’re doing (or not doing) right now, not just what they’re saying. Doing good for your customers and for your community has never been more important. There’s a ‘do good or get out’ mentality that has been amplified by COVID-19 and social justice movements that I think will continue going forward. As a creative, I can’t imagine a better future for the advertising industry than being able to advise our clients on how to do good in our world and do what is right. 37 DARE! HTURT