More Than Nice

Agency: Y&R


In healthy snack company KIND’s latest film “More Than Nice,” produced by Park Pictures, three-time Academy Award winning cinematographer Emmanuel “Chivo” Lubezki and Emmy-winning director Chris Wilcha question the courageous acts of being “kind” over “nice,” and if the distinction could repair the wide cultural rifts Americans experience today.
The piece incorporates Lubezki’s interpretation of “kind,” rather than just “nice.” As an example, the co-director showcases volunteers who leave jugs of water across the US-Mexico border and discuss their heartfelt motivations. This humanitarian group’s intention is to prevent the suffering and death of migrants who choose to cross the treacherous desert border.

This professional campaign titled 'More Than Nice' was published in United States in January, 2018. It was created for the brand: KIND, by ad agency: Y&R. This Film medium campaign is related to the Confectionery, Snacks industry and contains 1 media asset. It was submitted over 6 years ago.


Advertising Agency: Y&R, New York, USA
Creative Director: Kate Lummus
Art Director: Hans Schenck
Copywriter: Anthony Dimichele
Production: Park Pictures
Director / DP: Emmanuel Lubeski
Director: Chris Wilcha
Executive Producers: Jackie Kelman Bisbee, Scott Howard, Caroline Kousidonis
Producer: Michelle Currinder
Composer: Hanan Townshend
Sound Design: Martin Hernandez
Editor: Shane Reid / Exile
Post Producer: Remy Foxx / Exile
Organization / Talent: No More Death


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