Film
With grateful thanks to our sponsor
Loneliness is a significant problem in the UK, with 3 million people saying they feel lonely some or most of the time. One of the assumptions people make is that loneliness only affects those physically isolated, but you don’t have to be alone to feel alone.
Partnering with England footballer Declan Rice, we created a haunting film that gives the impression he is playing on his own, wrestling with invisible opponents. It is a metaphor for how loneliness can feel. With the message ‘Let’s tackle it together’, the campaign was designed to encourage those struggling to seek support from CALM.
Judge’s Comments
This film was incredible from a technical (and logistical!) perspective – painstakingly crafted using existing and new footage combined with clever editing, with the added benefit of securing a long-term ambassador for a worthy cause. Based on a simple market insight, the small budget was used pragmatically, innovatively and creatively to have a big impact on awareness and engagement with CALM. The piece conveyed an important message in a relevant and emotive way. Whether or not you are a football fan, this film captures attention and draws you in.
We thought the technical skill involved in editing the footage and mirroring camera angles was astounding. We felt the sound design brought an extra punch, emphasising the isolation and beautifully enhancing the power of the film, resulting in an immense experience and immersion. A great feat, fuelled by a tiny budget and masses of goodwill – this is a film to be proud of.
Holly Hayley, Vice President, M3
Young-onset Parkinson’s disease (YOPD) is a rare disease that is under-represented and often misunderstood. When one thinks of Parkinson’s, they think of old age, shaky limbs and memory problems, not of someone in their 20s, 30s or 40s, who is in the prime of their lives. Spotlight YOPD, a small UK-based charity, wanted to challenge misconceptions via a bold omnichannel campaign.
At the heart of the campaign is a film featuring an older person, explaining their experiences so far with Parkinson’s. As we hear the story, it is revealed that our narrator is not talking about themselves but, in fact, their child.
Short, simple and powerful storytelling where misdirection is key: Parkinson’s is not just an old person’s disease.
Overactive bladder (OAB) affects >2 million people over 40 years old in the UK. We devised a campaign to help those undiagnosed to recognise their symptoms and ultimately embolden individuals to seek medical advice. Despite how common OAB is, many mistake the symptoms as simply a result of ageing, and instead of seeking medical intervention, make lifestyle changes to cope.
We created a film that challenged the acceptance of OAB and delivered impact through people visiting their doctor. We sought views and engagement whilst demonstrating the impact of OAB on multiple facets of daily life that resonated with our target audience.
