The mere thought of retirement and preparing for the future is scary. It’s like a monster in the closet.
It will keep getting scarier if nothing is done about it; but, if people start planning now for the future, that metaphorical monster might turn out to be kind of a sweetheart.
For AARP and the Ad Council, adam&eveDDB New York brought that notion to life in “Fear No More.” Its empowering message is meant to launch a new piece of terminology for AARP, called “Pretirement.” Pretirement is the time before retirement when people still have time to prepare.
AARP’s latest online tools are designed to help people put aside their fear of retirement and take charge of their future.
“Fear No More” was directed by Conor Byrne via production house m ss ng p eces. He shared, “This project has been a rare beast: clever, cinematic, and with a smart message at its core. From the moment the amazing team at adam&eveDDB sent the board to me, I was hugely inspired. Immediately, furry visions of Labyrinth, Where The Wild Things Are, and even Harry & The Hendersons danced merrily in my head. With the help of m ss ng p eces and my trusty producer/brother/’broducer’ Tyler (Byrne), we assembled a dream team to execute it, including director of photography Sean Porter, production designer Kay Lee, and editor Craig Deardorff. But the real magic was conjured when the geniuses/visionaries/wizards at Legacy Effects came on board to build the creature; they brought a mind-melting level of craft to every single detail, from nose to tail to eyeball-phone. I’m tremendously proud that we’ve created a creature (and a little movie) that feels equal parts soulful, scary, and sweet.”
CreditsClient AARP and Ad Council Agency adam&eveDDB NY Richard Brim, chief creative officer; Amanda Peters, head of strategy; Mat Bisher, group executive creative director; Paulo Junger, Jason Ashlock, executive creative directors; Jeff Anderson, creative director; Din Terpuni, art director; Alec Samuelson, copywriter; Teri Altman, executive director, production; Bree Hopenwasser, sr. producer; Chris Lane, associate producer. Production m ss ng p eces Conor Byrne, director; Ari Kuschnir, managing partner/founder; Kate Oppenheim, Brian Latt, managing partners; Dave Saltzman, exec producer/partner; Edward Grann, exec producer; Rebecca Davis, director of production; Sean Porter, DP; Tyler Byrne, producer. Editorial Cosmo Street Craig Deardorff, editor; Jasmine Henry, producer; Anne Lai, Luiza Naritomi, heads of production. Post/VFX The Mill Camila De Biaggi, exec producer; Sally Wnek, producer; John Leonti, VFX supervisor; Elodie Eichter, colorist; Tom McCullough, creative director, sr. Flame artist. Audio Heard City Phil Loeb, partner/audio engineer; Gloria Pitagorsky, managing director/partner; Nick Buvarny, producer. Music APM Deborah Fisher, director, advertising. Creature Creation Legacy Effects Alan Scott, co-founder, owner.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More