Created by The Monkeys, part of Accenture Song, and co-directed by Aimée-Lee Xu Hsien and Trent O’Donnell–a Millennial and Gen X-er, respectively–via production company Rabbit, this film for Australian Lamb imagines a world in which the generations have been separated by The Generation Gap: an impassable chasm that keeps age groups away from each other.
Left to their own devices, each generation has become the worst version of themselves–until a lamb BBQ appears to remind Australians of all ages that, actually, we have more in common than divides us.
Scott Dettrick, creative director at The Monkeys, said, “With growing differences in wealth, opinions, and ways of communication, the generation gap in Australia has never been wider. The various frustrations this year have each generation throwing tropes around, looking for someone to blame. When you scratch beneath the surface though, it’s attitudes, not age, that divide us.”
Dettrick continued, “Maybe if we just got around a lamb BBQ and had a chat, we might find out that grandad is actually pretty cool, or all that stuff millennials know can be really useful. Our entire creative process this year was a fun generational debate, and with multi-generational directors and editors on the films, it was all very method.”
The full-length three-minute ad–the centerpiece of the Summer Lamb campaign–premiered in Australia during the evening news of Seven and Nine, followed by a rollout across free to air and subscription TV nationally.
CreditsClient Meat & Livestock Australia Brand Australian Lamb Agency The Monkeys, part of Accenture Song Mark Green, group CEO and co-founder, The Monkeys, and president, Accenture Song ANZ; Matt Michael, managing director; Tara Ford, The Monkeys & Accenture Song growth markets chief creative officer; Scott Dettrick, creative director; Jake Ausburn, Alex Polglase, creative team; Penny Brown, head of production; Elliot Liebermann, sr. producer; Emily Coleman, production coordinator; Kit Lansdell, business strategy director. Production Company Rabbit Aimee-Lee Xu Hsien, Trent O’Donnell, directors; Alex Hay, managing driector/partner/exec producer; Lucas Jenner, partner/exec producer; Morgan Hind, producer; Emma Paine, DP; Virginia Mesiti, production designer. Casting Citizen Jane Casting Postproduction The Editors Grace O’Connell, Stu Morley, editors; Rita Gagliardi, exec producer; Stu Cadzow, lead Flame artist; Andreas Wanda, VFX supervisor; Greg “Elvis” Costanaras, colorist. Music & Sound MassiveMusic Haydn Walker, composer; Simon Kane, sound designer; Katrina Aquilia, producer.
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