Imagine a glass of wine impossible to drink from, a chair impossible to sit in. These are some uncomfortable situations that a Brazilian disabled child Care Association (AACD) and the agency Z+Havas created to bring people closer to the challenges of people with physical disabilities.
Agency Z+Havas launched this “Empathy Objects” campaign to do just that, generate empathy for the daily challenges faced by people with physical disabilities.
This campaign intends to emphasize the importance of AACD’s work and motivate more people to donate to the institution, which has five orthopedic workshops in Brazil that manufacture more than 55,000 orthopedic products annually.
“Campaigns such as ´Empathy Objects´ are quite positive for AACD, as they make society more sensible to the matter and help us raise the funds we need to maintain the excellency of more than 800,000 consultations every year in our nine facilities in Brazil,” said Edson Brito, marketing and institutional relations superintendent at AACD.
This film showcases the experiential experiment carried out in a few restaurants in São Paulo that involved uncomfortable objects. Chairs, wine glasses and silverware with unusual designs produced astonishment at first and made meals cumbersome. Right after, participants were surprised with a message: “Your world is not like that. Theirs doesn’t have to be either. Help AACD to keep helping. Donate.”
Lucas and Jose (Cinza) directed this film via production company Trio Full Service.
The objects produced by Z+ were inspired by The Uncomfortable project, by Katerina Kamprani, a Greek architect who created deliberately inconvenient everyday items to produce discomfort in those who interact with them. “Empathy is powerful and capable of transforming relationships. We built this narrative upon this sentiment and want to touch people’s hearts to help the work of AACD,” says Alexandre Vilela (a.k.a. Xã), the CCO of Z+.
The campaign runs on YouTube, Vimeo, Instagram and Facebook, directing to the AACD portal, where donations to the cause can be made.
Client Brazilian disabled child Care Association (AACD) Agency Z+Havas Alexandre Vilela (Xã), chief creative officer, creative director; Celio Salles, Tarso Soares, Rico Lins, creative directors; Vanessa Rodrigues, content manager; Alexandre Lage (Boca), Rodrigo Seixas, art directors; Gustavo Zotini, writer; Rafael Coelho, project head; Danilo Ferreira, Alexandre Negrão, project managers; Diego Melo, production director; Caroline Reis, sr. producer; Jessica Ramos, producer; Francisco Filho, Rafael Rangel, editor/motion designers; Carlos Vieira, graphics; Theodoro Zanotto, 3D illustration. Postproduction/3D Illustration Fujocka Creative Images. Production Trio Full Service Lucas and Jose (Cinza), directors; Marina Bortoluzo, Lola Santos, exec producers; Luciano Mathias, CCO. Audio Trio Full Service Fernando Canedo, Rafael Gomes, audio producers. Object Designers/Makers Katerina Kamprani, object designer. Renato Hollanda Cavalcanti, Tatiana Machnicki, Michelle Rodrigues (Ateliê Miniart), knife production; Geison Genga (Ateliê Miniart), knife finishing; Roger Mutua (Ateliê Miniart), mug production; Ricardo Muniz (Ateliê Miniart), mug painting; Marcelinho Fernandes (Ateliê Miniart), chair production; Elvira Schuartz (Ateliê Espaço Zero), glass production. Color PsychoN’ Look Marcio Pasqualino, color grading.
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