Cannes Lions

Anchor's Up

CRAMER-KRASSELT, Chicago / PACIFICO / 2018

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Film
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In this film, we see the story of three friends who take a road trip to Baja, Mexico to go surfing. One of them brings something interesting along with him on the trip – a weathered box with “Baja 1972” etched on it. After surfing, the men open the box, which contains sand and a picture. The picture is of the hero’s father from his own Baja surf trip to this very same beach over 40 years ago. On the back of the photo, he finds a note from his father telling him to go put the sand back one day – this was the inspiration for their trip. Our hero dumps the sand back onto the beach that it came from, and cracks Pacificos on the very spot where his dad did years ago.

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