Blog : Film

A creative response to an urgent issue

A creative response to an urgent issue

Did you know Dementia is Australia’s biggest cause of death after heart disease? This is just one of the startling statistics that began our journey with Alzheimer’s Australia Vic.

Tasked with creating a compelling response to help Australians better understand the facts about dementia, raise awareness of the condition and ensure people understand it is a serious brain disease, we created a series of TVCs that visually represented the deterioration of the brain affected by the condition.

With over half of the population professing that dementia is something they “would rather not think about”, the challenge was to emotionally engage a largely passive and disengaged public.

In both TVCs, the audience is invited into the life of a woman living with dementia. This intimate insight is complemented with a visual analogy reflecting the degenerative nature of the condition, physical deterioration of the brain, and life threatening impact of the disease. Set against this visually confronting context, the key facts are delivered to the audience with maximum impact.

It was important to not shy away from illustrating the harsh realities faced by those who live with dementia – but rather, to focus on them. A visually impactful interpretation of the deteriorating brain was our breakthrough.

The TVCs will be released in the days to come. In the mean time, head on over to Campaign Brief, AdNews, B&T to read more about the campaign and view the videos.

Has success finally bred mediocrity?

The good news is, Nike has a new “Hero” brand TVC, with (not unexpectedly) the biggest roll call of
sports stars we’ve seen in ages.
The bad news is…hmmmm.
Don’t get us wrong. It’s a decent ad – as long as you don’t go back and compare it with the almost countless great
ads Nike has produced over the years. Here’s the original to remind you:

So, what’s gone wrong? Why do we feel a bit deflated when we’d normally be walking around a good 5cm taller?
Three things. One, Nike has generally used great music. Not this time.
Two – where’s the idea? Here’s a cracking Nike ad that makes the point:

(For those that don’t know him, Yankee Derek Jeter is so well regarded they retired his number when he quit.)
Three, Nike has always been much tougher than this, a bit rebellious. The reason we’ve been huge fans for such a long time is that a company that now sells – what is it, 80% of the sneakers sold in the US? – has somehow managed to keep behaving like a challenger.
Now, the stars are all smiling for the camera and Nike feels like the giant it is, and that’s not a good thing.

There is only one Ross Hannaford.

We’re fans, clearly – that’s why we invited him along to our “House Warming” party. What a groove. It oozes out of him.

Source: Matt shot it and edited too. Thanks.

“Drums West” cut-paper animation from Jim Henson.

This newly rediscovered short was created in Jim’s home studio in Bethesda, MD around 1961. It is one of several experimental shorts inspired by the music of jazz great Chico Hamilton. At the end, in footage probably shot by Jerry Juhl, Jim demonstrates his working method.

How wolves change rivers

An amazing mini documentary on the dramatic effect of “trophic cascade”; how wilderness in Yellowstone National Park was transformed by the reintroduction of wolves, after an absence of 70 years. It gives you renewed faith in science and what knowledge can do. Inspiring.

Source: Films for Action