The world doesn’t need more nice. It needs more kind. That’s the message in the film by healthy snack company, Kind. And, yes, there’s a play on the company name, but the film is not about the company’s products.
The film, More Than Nice, produced by Park Pictures, describes the difference between nice, which is easy and requires no sacrifice, and kind, which requires that you do something to help those in need. And shows it in action. It’s a very short documentary about a group of American volunteers who leave gallon bottles of water in the desert beside the US-Mexico border. Because people who try to cross the treacherous desert border need it.
The distinction between nice and kind belongs to cinematographer, Emmanuel “Chivo” Lubezki, three time Academy Award-winner for Birdman, Gravity and The Revenant, and cousin of chief executive officer and founder of Kind, Daniel Lubetzky. He co-directed the film with Emmy-winning director, Chris Wilcha. More Than Nice wonders if the distinction could repair the wide cultural rifts Americans experience today.
Lubezki commented, “I was struck not just by the incredible courage but also by the tremendous empathy that these volunteers had. There is no sacrifice in nice, but being kind requires it. In the video, we attempt to portray the human element of such a polarising 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.”
Learn more about the full initiative here.
The campaign will include further films. Kind is also inviting people to share their own take on the difference between nice and kind by submitting a written essay, photo or video.
Three winners will be selected by a panel of judges that includes Arianna Huffington and Jeff Weiner, chief executive officer of LinkedIn. They will receive US$25,000 to donate to the charity of their choice, as well as cash prizes and photography/videography gear to help fund their next creative project.