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

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

Posted on: August 15, 2022

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