Dante Ariola of MJZ directed this interactive spot which introduces us to an unconventional game of chess in which a male player who’s mountain climbing is informed via his cell phone that it’s his move–and he has to make it by sundown. He finishes his climb and jumps into his Land Rover and we go along for the ride through tough terrain and other obstacles until he reaches his destination, a mansion with chess board in full view.
Digital production house is Stinkdigital. Agency is Y&R NY/Wunderman.
Credits
Agency: Young & Rubicam New York Jim Elliott, chief creative officer; Marc Sobier, group creative director; Adrien Bindi, creative director/art director; Greg Farley, creative director/copywriter; Letitia Jacobs, executive director of content production; Liz Hodge, executive content producer; Sosia Bert, executive producer of digital content; Tena Goy, sr. interactive producer; Jessica Dierauer, executive producer of music. Production Company: MJZ Dante Ariola, director; Scott Howard, exec producer; Natalie Hill, producer. Editorial: Rock Paper Scissors Ted Guard, editor; Parker Whipple, assistant editor; Melanie Gagliano, producer. Visual Effects: MPC (The Moving Picture Company) Justin Brukman, exec producer; Mitch Stockwell, producer. Music: Q Department, New York
NHS, M&C Saatchi UK and Director Fern Berresford Capture “That Feeling” For Early Detection Of Breast Cancer
NHS (National Health Service) England rolled out this PSA titled “That Feeling,” part of its first-ever national campaign designed to encourage women to screen for breast cancer.
Directed by Fern Berresford of Rogue Films for agency M&C Saatchi UK, the spot taps into the universal moment of relief women feel when removing their bras after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening--a step that could help detect breast cancer before symptoms appear.
The :30 captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, “Land of 1000 Dances.”
Amy Parkhill, creative at M&C Saatchi UK, said, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.”
Parkhill continued, “It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”
Read More
MySHOOT Profiles
Add A Comment