Y&R New York launched a “More Than Nice” campaign for Kind Snacks with a spot documenting No More Death, a group who leaves gallons of water for those making the perilous journey across the U.S. border.
Produced by three-time Academy Award winning cinematographer Emmanuel Lubezki (Birdman, The Revenant, Gravity) the spot documents the group’s simple gesture, which for some could mean the difference between life and death. “We are not trying to tell people to cross or not to cross,” explains a No More Death member in the group, “we’re trying to do what we can to stop people from dying.”
According to the ad’s description on YouTube, Lubezki chose the group to exemplify his interpretation of the difference between “nice” and “kind.” The spot explains that the latter goes beyond nice because it involves personal sacrifice.
Unsurprisingly, given Lubezki’s involvement, “More Than Nice” documents its subject with considerable visual flair.
Kind Snacks insists the issue is not meant to be political, with the brand telling MediaPost, “We see it as a humanitarian one.”
In addition to the 90-second spot, which runs across social channels, the campaign also includes a #moreKIND contest, calling on visitors to the campaign landing page to submit videos, essays and photos interpreting the “More Than Kind” theme ahead of a January 31 deadline.