New York, NY (PRWEB) November 07, 2016
In their most recent creative collaboration with History and 23andMe, Red Thread won gold in the Television/Streaming Partnerships category at the 2016 Clio Keyart Awards. Please see: http://clios.com/keyart/winner/14138
The series of spots brought to the screen the real life moment when cast members of the groundbreaking mini-series, Roots, opened the envelope on their past, as each revealed their genaology results delivered by 23 andMe. The partnership between History and 23 andMe provided a perfect compliment to the series, which tells the story of the American experience through the epic family saga of slavery and dislocation.
Red Thread director, Phil Allocco, worked alongside History creatives and producers to develop a series of moving and informational interstitial branded content highlighting the genealogical stories of key cast members, directors and producers. Kim Ferraro, Creative Director for History said, “Red Thread and Phil were a perfect fit for such a meaningful project and handled it with great sensitivity.”
“Being in the moment and recording the very real experience of the Roots cast members was a special experience for me. We were very conscious of the awesome responsibility we had to create an environment that offered privacy and intimacy while also capturing these very personal stories,” said Allocco.
Red Thread has a longstanding record of producing and directing award- winning branded content for History, especially for the cable network’s partnerships and initiatives. In 2010, Allocco directed a series of 12 spots focusing on Bank ofAmerica that aired during History’s record breaking miniseries ‘America the Story of Us. The series won an Effie award and ushered in a new era for broadcast television branded content.
About Clio Key Art Awards
Clio Key Art Awards is the original and definitive distinction in creative communications for the entertainment business. Born in 1971, Clio Key Art Awards fully became a Clio property in 2015, and with partner The Hollywood Reporter continues expanding its reach -- across movies, TV and gaming -- while staying true to its film-industry origins. It reflects a field that, through advances in technology and integration of new specialties, routinely recasts the notion of excellence in entertainment marketing. Clio Key Art Awards is held at the Dolby Theatre in Los Angeles.
About The Clio Awards
The Clio Awards, the esteemed international awards competition for the creative business, was founded in 1959 to celebrate high achievement in advertising. Clio surfaces work from around the world to identify creativity that not only moves consumers and makes icons of brands, but also shapes a global industry. Clio honors the talent, agencies and brands behind the world's most innovative work annually at the Clio Awards in September, which includes Clio Fashion & Beauty and Clio Music; at Clio Sports held in May; at the Clio Key Art Awards in October; and online with Clio Health. Noting the vast, diverse and ever-changing creative landscape, Clio re-launched its content platform, clios.com, with Ads of the World, to celebrate creativity 365 days a year.
HISTORY®, now reaching more than 96 million homes, is the leading destination for award-winning series and specials that connect viewers with history in an informative, immersive and entertaining manner across all platforms. The network’s all-original programming slate features a roster of signature series including “Pawn Stars,” “American Pickers,” “The Curse of Oak Island,” “Alone” as well as the hit drama series “Vikings.” For more information visit http://history.com.
23andMe, Inc. is the leading personal genetics company. Founded in 2006, the mission of the company is to help people access, understand and benefit from the human genome. 23andMe has more than one million customers worldwide, with over 80 percent consented to participate in research. 23andMe, Inc. is located in Mountain View, CA. For more information visit http://23andMe.com.
About Red Thread
Red Thread is an award-winning global agency for modern brands and organizations that leverages its background in commerce, media and broadcasting. Red Thread specializes in branded content, telling clients' stories through films/videos, live events and special digital initiatives. The agency works across many industries, including technology, financial services, healthcare, travel/hospitality, entertainment and non-profit sectors. Clients include HPE, Bank of America, CBS and History. For more information visit http://redthread.nyc
Andre Gutierrez, Director, Brand Partnerships