CALM x ITV / United Kingdom / 2022Film · OOH
The Last Photo.
Campaign Against Living Miserably (CALM) and ITV showed home videos of people laughing with friends and family, then revealed they were the last videos taken of people who went on to die by suicide.
- Brand
- CALM x ITV
- Agency
- adam&eveDDB
- Market
- United Kingdom
- Region
- Global
- Year
- 2022
The challenge
Around 125 people a week take their own lives in the UK. Many people expect someone who is suicidal to look visibly distressed, so the signs are often missed.
The idea
adam&eveDDB built a 90-second film entirely from real home videos, directed by Max Fisher through cain&abelDDB. Only the closing titles reveal that every person shown later died by suicide. It launched on the date billed as the happiest day of the year.
Case study source: British Arrows Source ↗
Awards
- Cannes Lions 2024Creative Effectiveness – B04 CREATIVE EFFECTIVENESS FOR GOODSilver
- Cannes Lions 2023Outdoor – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGold
- Cannes Lions 2023Brand Experience & Activation – D04 SPONSORSHIP & BRAND PARTNERSHIPGold
- Cannes Lions 2023PR – A07 MEDIA / ENTERTAINMENTSilver
- Cannes Lions 2023Film – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYGrand Prix
- Cannes Lions 2023Health & Wellness – B01 BRAND-LED EDUCATION & AWARENESSSilver
- Cannes Lions 2023Health & Wellness – B01 BRAND-LED EDUCATION & AWARENESSBronze
- Cannes Lions 2023Brand Experience & Activation – E07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYSilver
- Cannes Lions 2023Brand Experience & Activation – D02 GUERRILLA MARKETING & STUNTSBronze
- Cannes Lions 2023Health & Wellness – B01 BRAND-LED EDUCATION & AWARENESSGold
- Cannes Lions 2023Outdoor – D05 LIVE ADVERTISING AND EVENTSGold
- Cannes Lions 2023Media – B07 USE OF EVENTS & STUNTSBronze
Credits
- Creative agency
- adam&eveDDB
- Production
- cain&abelDDB
- Post-production
- Final Cut
- Additional company
- Wave
- Additional company
- Radford Music
- Chief Creative Officer, adam&eveDDB
- Richard Brim
- Executive Creative Director, adam&eveDDB
- Ant Nelson
- Executive Creative Director, adam&eveDDB
- Mike Sutherland
- Creative Director, adam&eveDDB
- Andy Clough
- Creative Director, adam&eveDDB
- Richard McGrann
- Agency Producer, adam&eveDDB
- Amy Simmons
- Director, cain&abelDDB
- Max Fisher
- Producer, cain&abelDDB
- Carmen de Witt
- Cinematographer
- Jim Joliffe
- Editor, Final Cut
- James Rosen
- Post Production
- James Ireland
- Colourist, Rascal
- James Bamford
- Head of 2D, cain&abelDDB
- Ed Christie
- Music Producer, Composer and Music Supervisor, Radford Music
- James Radford
- Music Producer and Composer
- Morgan Pochin
- Music Producer and Composer
- Ben Robbins
- Sound Designer
- Parv Thind
- Sound Designer
- Jeff Smith
- Sound Designer
- Beth Thomblin
