A powerful three-minute video and multiple social media campaigns featuring vignettes from some of the world’s most iconic names in the advertising, film and humanitarian worlds will launch on October 25, 2021, aimed at raising awareness for the unparalleled power and effectiveness of Cinema. SAWA, the Global Cinema Advertising Association, and its members around the world will utilize Cinema, the trade press and social media platforms (Facebook, Twitter, Instagram and YouTube), to reach marketers, moviegoers and creative and media agencies.

#HelloBigScreen Ad Legends campaign is a first for SAWA and the Global Cinema Medium. It was created to support the medium that has evidenced its unswerving resilience, over many decades, to be able to adapt and survive seemingly unsurmountable challenges including the 1918 Pandemic and the one in our present day. The campaign will launch featuring these advertising, communications, and humanitarian legends sharing their thoughts on the importance of Cinema by offering their endorsement to the ultimate creative expression in advertising – the Cinema Medium.

The #HelloBigScreen Ad Legends Campaign features:

Sir John Hegarty, world-renowned creator of legendary ad campaigns for Levi's, Lego, and Audi, among others. John has been given the D&AD President's Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame, awarded a Knighthood by the Queen in 2007 and recipient of the Lion of St. Mark, Cannes Lions.

Mark Ritson, a leading global advertising guru — brand consultant and former marketing professor and has worked globally as a private marketing consultant for global organisations. He has a PhD in Marketing and taught on the MBA programmes of leading business schools including London Business School and MIT.

Corinne Woods, Director of Communications at United Nations World Food Programme and a key player in the transition and strategic implementation of the Sustainable Development Goals (SDGs). Corinne was instrumental in developing a 3-year partnership with SAWA and its global Cinema Advertising companies to promote goal number 2, Hunger.

Marcello Serpa is Brazil’s most honoured and awarded art director, with 45 Clio Awards, and 149 Cannes Festival Lions, including Latin America’s first Grand Prix and the recipient of the Lion of St. Mark from Cannes Lions. He was Creative Director and co-chairman of AlmapBBDO and built it into one of the most successful agencies in the world.

Mark Tutssel, Former Executive Chairman and Global Creative Officer of Leo Burnett Worldwide and creator of famous campaigns for brands such as Samsung, McDonald’s, Coca-Cola and P & G. He has won every major creative accolade, including nine Cannes Grand Prix, more than 600 Cannes Lions, the first-ever D&AD White Pencil, two D&AD Black Pencils, seven One Show Best of Show Pencils and two Emmy Awards.

Rosie Arnold, Former Executive Creative Director BBH London where she won numerous awards for her creative work on brands such as Levi’s, Pretty Polly Robinsons, Audi, Heineken Shell, Yeo Valley and Lynx. Rosie was also the first female President of D&AD and introduced “The White Pencil”- awarded for work that not only sells but does good in the world.

“I love the Cinema, it’s a Palace of Dreams, a place to be entertained and inspired, where your imagination is set free, and the Cinema Medium is unique in a world of distraction,” said Sir John Hegarty.

SAWA members participating in the campaign are Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, Colombia, Costa Rica, El Salvador, Finland, Germany, Greece, Guatemala, Honduras, India, Ireland, Italy, Japan, Netherlands, New Zealand, Nicaragua, Norway, Panama, Peru, South Africa, Spain, Sweden, Switzerland, United Arab Emirates and the Middle East, United Kingdom, United States, and Uruguay.  

“As the pandemic hit, leading Hollywood Film Directors stood up and endorsed the power of cinema over all other screens. It is therefore great to see that the ad legends of our business have done the same as it relates to the power of the Cinema Medium as the ultimate place for Brands to appear,” said Cheryl Wannell, CEO of SAWA.

SAWA, the Global Cinema Advertising Association thanks the United Nations World Food Programme for editing the “Ad Legends for Cinema” 3-minute video and Sterkinekor, South Africa (SAWA Member) who produced all the creative executions for the social media campaign.

About SAWA
SAWA, the Global Cinema Advertising Association has been established for more than 68 years and now represents the Cinema Advertising medium with more than 75 members in 38 countries.  The membership body is comprised of Global Cinema Advertising companies who sell the medium of Cinema, research companies that analyse and collect data on behalf of the medium, and technology companies who supply products and services to the business. SAWA, the Global Trade Body to the Cinema Medium, builds and develops international standards and best practice for the Cinema Medium, raising the profile through research and marketing initiatives. SAWA’s aim is to improve communication between Cinema Advertising companies around the world; in turn facilitating the easier buying of the Cinema Medium for Brands and Advertising Agencies.  Since 2015, SAWA and the Global Cinema Network has supported the UN SDG’s and in 2018 and 2019 is partnered with the United Nations World Food Programme (WFP) to support the Sustainable Development Goals (SDGs), SDG2: Zero Hunger.