Do you remember the viral craze called “the ice bucket challenge?”
It was truly a charity event for the social media age. Every celebrity, semi-celebrity and wannabe celebrity was involved (including mark Zuckerberg). Most brands also found a way to join the generous pleasure.
However, despite the efforts won two very coveted gold lions in Cannes in 2015, some may ask, looking back, how it serves to inform the public about the topic at hand: als, also known as amyotrophic lateral sclerosis or Lou Gehrig’s disease for the Yankee star, which first made him famous.
Only 2 percent of the approximately 17 million videos in the series ice bucket led directly to a donation, according to the group of propaganda of the als Association.
That’s why Boston creative Agency mmb, which currently consists of the als Association as a client, took a very different route. The new advertising campaign is to humanize the condition illustrates the problems faced by some 20,000 Americans living with als at any given time.
This powerful short-term and the other two in the series—was filmed on location in Pennsylvania, Ohio and Connecticut with the real individuals affected by ALS.
“ALS is a terrible, cruel disease that takes away all ability to walk, talk, breathe. Showing people an honest look at the rates for families living with this disease face every day, we hope to encourage them to join our fight for better treatment and medicines,” said Calaneet Balas, President and CEO of the Association of bass.
Each of the three shorts has a unique theme. First, the “little things” affects the efforts of women to maintain their femininity, despite the impact of the disease. Second, “a few words”, introduces viewers to a couple of workers to keep their relationship as als affects his ability to show love.
The last and perhaps the greatest influence illustrates in heartbreaking detail how the condition may interfere with that most fundamental relationships between parent and child.
It’s like a private press release from the campaign says, “it’s hard to watch, and intentionally so.”
“This project was very important to us. Bass is such a vile disease, and we have not seen that the reality is often conveyed enough,” said IMB REK Travis Robertson. “Apart from the purely physical consequences, there are emotional consequences for als that will trickle down through the entire family circle. These spots aim to hijack such a way that the physiological and brutally self-aware”.
Advertising will run during the month of may, which is ALS awareness month.
Client: the ALS Association
Campaign: “The Harsh Reality”
Executive Creative Director: Travis Robertson, Greg Almeida
Director: Elle Ginter
Production Company: Sanctuary
Executive Producer: Preston Lee, The Contents Of The Sanctuary
Production Director: Sara Ventetuolo
Executive Producer: Michael Michaud
Art Director: Travis Robertson, Jen Campbell
Copywriter: Greg Almeida, John He
Senior Account Director: Jonathan Greeley
Business Affairs: Kim Noke
Editor: Kenji Yamauchi, Charlie Johnston | Lost Planet Editorial, Inc.
Sound Design/Mix: Mike Secher |Soundtrack Group Boston
Color: Sofie Borup |Company 3
Music: “Little Things”:
“Ode”, written and performed by Nils Frahm Published by manners McDade
Courtesy of erased tapes records Ltd.
Music: “A Few Words”
“The choice”, written and performed by Gustavo Santaolalla
By arrangement with Sony interactive entertainment, America
Credit: Human Music Worldwide
Goodnight Moon written by Margaret wise brown
Goodnight Moon copyright (C) 1947 and renewal copyright (C) 1975
Used with courtesy permission of the publishing house “Harper Collins”