The Brand Agency’s confronting alcohol and cancer campaign launches tonight in Perth

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Woman still from TVC_12.5.10.jpgThe Brand Agency in Perth has produced a new advertising campaign for the Drug and Alcohol Office of WA that pulls no punches in pointing out the direct link between alcohol and cancer.

The campaign begins tonight (Sunday May 16) in Western Australia on free to air television and is supported by press and out of home media.

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The creative execution dramatises the spread of alcohol through thebody and the damage it causes with the use of wine stains spreadingacross a tablecloth. Working with trans-Tasman production company FilmConstruction and director Andy Morton, the television commercials wereshot on film, using the macro Frazier lens system. NZ Visual effects and animation studio Oktobor brought the ad to life by painstakinglypiecing together every element captured during the shoot.

“When we were developing the campaign strategy, we looked to see whathad been done before and found that no-one had ever made the directlink between alcohol and cancer,” says The Brand Agency account director Pia McMorran.

“The World Health Organization has classified alcohol as a Group 1carcinogen, which puts it in the same class as tobacco smoke andasbestos. So the simple message is even if you’re only having a fewwines or beers over dinner each night, you are at risk of cancer. Thisis a very important health message that everyone deserves to know, butthere’s no doubt it’s controversial and is not one that a lot of peoplewill want to hear.

“These ads are part of the Drug and Alcohol Office’s Alcohol ThinkAgain campaign, and are a new direction for the category becauseprevention campaigns have traditionally focused on the behaviouraleffects, with a skew towards binge drinkers.”

CreativeDirector: Craig Buchanan

Copywriter: Des Hameister/James Wills

ArtDirector: Craig Buchanan/David Donald

Agency Producer: Kate Downie

Account Director: Pia McMorran

Strategic Planner: Corvette Cross

Director: Andy Morton

Production Company: Film Construction

Producer: Roi MacGregor

Artist: Luke Hollis

Post Production: Oktobor

Sound Production: LiquidStudios