Creativity

Being 'Nice' Isn't Enough, Says Kind Snacks' Film Directed by Emmanuel Lubezki

Film Focuses on the Difference Between 'Nice' and 'Kind'

By Alexandra Jardine. Published on Dec 12, 2017

Editor's Pick

Academy Award-winning cinematographer Emmanuel Lubezki ("Birdman," "Gravity" and "The Revenant") helms a new, politically charged film for Kind Healthy Snacks that reinforces the value of kindness by showing people who give help to those trying to cross the U.S.-Mexico border.

Lubezki, who is the cousin of CEO and founder of Kind, Daniel Lubetzky, and co-directed the film with Chris Wilcha, captures the efforts of a group of volunteers called No More Deaths who leave jugs of water across the border to prevent suffering and death of migrants. The volunteers dicuss what kindness means, with one man remarking that his grandmother told him: "There's a difference between nice and kind...there's no sacrifice in nice." As it highlights their work, the video pans across the Mexican desert, in particular with shots of the border wall.

"I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had, going out of their way to protect the well-being of fellow human beings they may never meet," says Lubezki in a statement. "There is no sacrifice in nice, but being kind requires it. In the video, we attempt to portray the human element of such a polarizing issue in a way that transcends politics and reminds us all of the frailty of the human body and the invincibility of the human spirit."

As part of the campaign, which will include further films, Kind is inviting people to share their own take on the difference between nice and kind by submitting a written essay, photo or video. A panel of judges, including Arianna Huffington and Jeff Weiner, CEO of LinkedIn, will select three winners to receive $25,000 to donate to the charity of their choice, along with cash prizes and photography/videography gear to help fund their next creative project.

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About

Credits

Date
Dec 12, 2017
Agency:
Y&R New York
Chief Creative Officer:
Leslie Sims
Client:
Kind
Creative Director:
Kate Lummus
Senior Art Director:
Hans Schenck
Senior Copywriter:
Anthony Dimichele
Head of Production:
Greg Lotus
Senior Producer:
Joyce Roughley
Music Producer:
Lauren King
Music Producer:
Deb Oh
Director of Business Affairs:
Stacy Kallan
Account Director:
Dom Alcocer
Account Supervisor:
Susan Min
Strategy Consultant:
Tara Fray
Strategist:
Claire Heaps
Account Supervisor:
Ruchi Ruparel
Traffic Coordinator:
Pamela Murray
Talent Payment Manager:
Carole Seif
Production Company:
Park Pictures
Director:
Emmanuel Lubezki
Director:
Chris Wilcha
Director of Photography:
Emmanuel Lubezki
Executive Producer:
Caroline Kousidonis
Executive Producer:
Scott Howard
Line Producer:
Michelle Currinder
Editorial Company:
Exile Edit
Editor:
Shane Reid
Producer:
Remy Foxx
Post Facility:
Exile Edit
Colorist:
Yvan Lucas
Color:
Shed LA
2D/CG Artist:
Brian
2D/CG Artist:
Exile
Audio Studio Facility:
Beacon Street
Sound Engineer:
Rommel
Producer:
Kate Vadnais
Music House:
Marmoset
Song Title:
Gesture
Composer:
Hanan Townshend

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