CALM's "The last photo" wins TV creativity award

Incorporating user-generated content in an ad brings its own challenges and a need for sensitivity but none more so, it would seem, than in the “The last photo”, created by adam & eveDDB for the Campaign Against Living Miserably (CALM).

The 90-second TV ad, which features the last videos of real people before they died by suicide and kick-started a conversation around the fact that “suicide hides behind a smile”, has been voted the winner of the May/June Thinkboxes Award for TV creativity.

TV is an “incredibly important channel” for CALM, says its chief marketing officer Matt Jennings. “It allows us to reach a huge audience in an instant.” But also crucial for reaching and engaging as many people as possible and meeting the charity’s aim of creating a national conversation about suicide, he adds, is planning TV as part of an integrated campaign.

It was an uncomfortable truth that led to this TV spot: that “suicidal doesn’t always look suicidal” and, says adam & eveDDB senior planner James MacAskill, “that one in five of us will experience suicidal ideation at one point. That suicide hides behind a smile.”

Second in the May/June Thinkboxes was "Change. Made easier" by Uncommon for B&Q. “The last lonely menopause” by AMV BBDO for TENA was third.

To read the full article visit Campaign.co.uk

Campaign Against Living Miserably 'The last photo'

  • Agency: adam & eveDDB
  • Creative team: Andy Clough, Richard McGrann, Ant Nelson, Mike Sutherland
  • Client: Matt Jennings
  • Production company: Cain&Abel
  • Director: Max Fisher

B&Q 'Flip'

  • Agency: Uncommon Creative Studio
  • Creative team: Uncommon
  • Client: Jamie Hewett
  • Production company: Pulse Films
  • Director: Oscar Hudson

Just Eat 'Did Somebody Say'

  • Agency: McCann London
  • Creative team: Nik Studzinski, Luke Ramm, Joe Holt, Louisa Whitehead, Fiona Moseley
  • Client: Susan O’Brien
  • Production company: Radical Media
  • Director: David Meyers

TENA 'Last Lonely Menopause'

  • Agency: AMV BBDO
  • Creative team: Lauren Peters, Augustine Cerf
  • Client: Jason Kaplanis
  • Production company: Lief
  • Director: Shannon Murphy

The National Lottery ‘The Chase’

  • Agency: adam & eveDDB
  • Creative team: Ben Tollett, Matt Finch, Mark Lewis
  • Client: Anna McInally
  • Production company: Arts & Sciences
  • Director: Tim Bobbsey (The Bobbsey Twins)
You might also like
Heart_fm_alexa

Breaking ads

We update this gallery weekly with a collection of the latest and best ads breaking on TV.

Squarespace_sallys_seashells

The best ads from the Super Bowl 2022

The biggest moment in the annual global sports calendar, our gallery showcases the best TV ad creativity from the big day.

freedom_mobile_Locked_out

Great TV creative from around the world in 2021

The best in TV advertising creative from around the world according to Thinkbox's Associate members.