The Brand Agency’s confronting alcohol and cancer campaign launches tonight in Perth
TheBrand Agency has produced a new advertising campaign for theDrug and Alcohol Office of WA that pulls no punches in pointing out thedirect link between alcohol and cancer.
The campaign beginstonight (Sunday May 16) on free to air televisionand is supported by press and out of home media.
VIEW THE SPOTS:
The creative execution dramatises the spread of alcohol through thebody and the damage it causes with the use of wine stains spreadingacross a tablecloth. Working with trans-Tasman production company FilmConstruction and director Andy Morton, the television commercials wereshot on film, using the macro Frazier lens system. NZ Visual effects and animation studio Oktobor brought the ad to life by painstakinglypiecing together every element captured during the shoot.
“When we were developing the campaign strategy, we looked to see whathad been done before and found that no-one had ever made the directlink between alcohol and cancer,” says The Brand Agency account director Pia McMorran.
“The World Health Organization has classified alcohol as a Group 1carcinogen, which puts it in the same class as tobacco smoke andasbestos. So the simple message is even if you’re only having a fewwines or beers over dinner each night, you are at risk of cancer. Thisis a very important health message that everyone deserves to know, butthere’s no doubt it’s controversial and is not one that a lot of peoplewill want to hear.
“These ads are part of the Drug and Alcohol Office’s Alcohol ThinkAgain campaign, and are a new direction for the category becauseprevention campaigns have traditionally focused on the behaviouraleffects, with a skew towards binge drinkers.”
CreativeDirector: Craig Buchanan
Copywriter: Des Hameister/James Wills
ArtDirector: Craig Buchanan/David Donald
Agency Producer: Kate Downie
Account Director: Pia McMorran
Strategic Planner: Corvette Cross
Director: Andy Morton
Production Company: Film Construction
Producer: Roi MacGregor
Artist: Luke Hollis
Post Production: Oktobor
Sound Production: LiquidStudios
14 Comments
Doesn’t everything give you cancer nowadays? Diet Coke, Aspartame, peanut butter.
Nice crafting tho.
Beautiful spots and great art direction. Great stuff. I’d suggest they’ll worry a few people sitting on the couch of an evening. Including me. Water thanks…
I like the pictures so well done TBA. But I bet the creatives and the production team went out after the shoot and got completely pissed.
Pity they had to use red wine to make the point. Red wine is good for you. At least that’s what my doctor says. The ads should be taking on hard liquor consumption.
Sorry, red wine isn’t good for you. Check this out;
http://www.heartfoundation.org.au/SiteCollectionDocuments/Antioxidants%20release%2011%20May.pdf
nice job. art direction is world class. will certainly get noticed and create some healthy debate
I think the female image at the end of ‘Spread’ ruined it a bit.
The cancer looked nastier with a touch of anonymity and more ‘cell’ based.
Nice art direction though.
I love this. Those Kiwi’s certainly know their craft. Great cut-through, clear, simple, great execution. Good one Brand.
Did we all see the PR puff piece complete with fake endorser Morgen “doesn’t she work at the agency that created the ads” Lewis in The West today. Shame on all involved in this PR amateur hour. And as for the client. You bought a crap strategy saved by decent execution but allowed a piece of PR sham that is just plain wrong.
Or did you?
Morgan Lewsi will be making a guest appearance on Media Watch very soon methinks! LOL
“Red wine is good for you. At least that’s what my doctor says.” What’s the definition of an alcoholic? Someone who drinks more than their doctor!
Beautifully done well done Brand, but how can red wine be bad for you? UB40 wrote a song about it!
Actually, Neil Diamond wrote that song!!
if you are going to a doctor that tells you red wine is good for you, chances are it’s because they own a winery and need you to fund their retirement.