Young FCB creative team Lennie Galloway & Thomas Gledhill today launch their chilling campaign for Parkinson’s Awareness Week in Val Morgan cinemas.
The 45 second commercial titled Heads, Shoulders, Knees and Toes, won the Cannes Young Lion Film Award hosted by Val Morgan and provides an insight into the day-to-day struggles of a person dealing with progressive Parkinson’s.
Galloway & Gledhill won from 25 entries, which sent them to Cannes earlier this year to compete against the best young creatives from 75 countries at the Young Lions Competition. Sadly, the Kiwis came close – but did not win the global matchup.
Suzie Lamborn, sales director at Val Morgan, said the competition exemplified the high calibre of young creative talent prevalent in New Zealand, particularly when dealing with a subject as multi-faceted and sensitive as Parkinson’s.
“The Parkinson’s brief is not an easy brief to uncover and distil because it is a difficult condition to grab hold of and understand,” she said.
“The extraordinary thing about Heads, Shoulders, Knees and Toes, for me, is that it really nails that feeling of disconnect – exactly the way that the condition works. The depth and the quality of thinking there really stood out against the others.”
The ad took a fresh and understated approach to the brief, depicting the excruciating struggle of a middle aged man’s inability to perform even the simplest of tasks like making a cup of tea.
To make the ad relatable, Galloway & Gledhill chose a surprisingly simple and raw execution to illustrate the degenerative nature of the condition and visually explain the frustrating disconnect between the brain and body.
“We wanted to change the perception that Parkinson’s is just ‘that thing’ that causes you to shake. It’s a much more intense condition which can cause a disconnection,” said Galloway. “We wanted people to know this, so they’d feel inclined to help people living with Parkinson’s get support.”
Val Morgan approached FCB and Parkinson’s NZ, offering the opportunity to recreate the ad and screen it in cinema nationwide throughout Parkinson’s Awareness Week, which kicks off today (Thursday 29 October) and runs through to Wednesday 4 November.
“The 45 second ad has the potential to reach around 300,000-350,000 New Zealanders as part of the road block campaign, which will play on every cinema screen, in every cinema and before every movie over the Awareness Week,” Lamborn said.
CREDITS
Client: Parkinson’s NZ
Chief Executive: Deirdre O’Sullivan
Clinical Leader: Stephanie Clare
Communications and Marketing Manager: Natasha McDougall
Parkinson’s Member: Andy McDowell
Agency: FCB
Executive Creative Director: Tony Clewett
Senior Creative: Hywel James
Creatives: Lennie Galloway, Thomas Gledhill
Creative Services Director: Jenni Doubleday
Head of Content: Pip Mayne
Content Producer: Sonali de Silva
Head of PR: Angela Spain
PR Account Executive: Jessica Edward
Director of Photography: Michael Braid
Lighting: Kerry Peck
Hair and make-up: Miranda Raman
Post Production: FCB
Editor / Colourist: Grant Nicholson
Sound Studio: Liquid Studios and Digipost
Sound Engineer: Craig Matuschka / Liquid Studios
Supervising Sound Editor: Bruce Langley / Digipost
Sound Producer: Tamara O’Neill
Music Composer: Peter van der Fluit
Parkinson’s Ambassador and Artist: Jordan Luck
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