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.

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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)
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