To mark Canada’s recent Mental Health Week, The Centre for Addiction and Mental Health (CAMH) launched a campaign, conceived by agency Zulu Alpha Kilo, to rally Canadians around its new brand platform and tagline, “Mental Health is Health.”
This TV spot is part of the campaign which highlights not only the devastating impact of mental illness, but the disparity in the way that people with mental illness are treated compared to those with a physical illness. “We must not stand silent when the human, the civil and the health care rights of people with mental illness are not recognized and respected,” said CAMH President and CEO Dr. Catherine Zahn.
Directed by Caitlin Cronenberg from Untitled Films in Toronto, the broadcast :30 titled “Oxygen” shows a woman who’s seemingly in a hospital bed speaking about her illness. Gradually, though, it’s revealed that she’s not in the hospital receiving treatment but rather at home alone dealing with her mental illness.
Credits
Client The Centre for Addiction and Mental Health (CAMH) Agency Zulu Alpha Kilo, Toronto Zak Mroueh, chief creative officer; Catherine Allen, creative director/art director; Ryan Booth, Marcelo Mariano, Jack Curtis, designers; Manali Kulkarni, art director; Dylan Verwey, writer; Jac Benoit, Teresa Bayley, Ola Stodulska, Nadaa Baqui, producers; Tim Hopkins, Sean Bell, Heidi Philip, strategy team. Production Untitled Films, Toronto Caitlin Cronenberg, director; Lexy Kavluk, exec producer; Jennifer Walker, line producer; Kris Bonnel, DP. Casting Ground Glass Media Andrew Deiters, casting director. Editorial Zulobot Marissa Bergougnou, editor. Postproduction The Vanity Stephanie Pennington, exec producer; Hannah Bird, post producer; Michael Medeiros, compositor; Andrew Exworth, colorist. Audio Post/Music Cylinder Sound Brad Nelson, audio/music director; Joshua Mancuso, engineer.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
