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

Comments (14)
Woman still from TVC_12.5.10.jpgThe Brand Agency 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) on free to air television and is supported by press and out of home media.


VIEW THE SPOTS:
Spread_TVC41436.mov
Stains_TVC41437.mov
The creative execution dramatises the spread of alcohol through the body and the damage it causes with the use of wine stains spreading across a tablecloth. Working with trans-Tasman production company Film Construction and director Andy Morton, the television commercials were shot on film, using the macro Frazier lens system. NZ Visual effects and animation studio Oktobor brought the ad to life by painstakingly piecing together every element captured during the shoot.

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

"The World Health Organization has classified alcohol as a Group 1 carcinogen, which puts it in the same class as tobacco smoke and asbestos. So the simple message is even if you're only having a few wines or beers over dinner each night, you are at risk of cancer. This is a very important health message that everyone deserves to know, but there's no doubt it's controversial and is not one that a lot of people will want to hear.

"These ads are part of the Drug and Alcohol Office's Alcohol Think Again campaign, and are a new direction for the category because prevention campaigns have traditionally focused on the behavioural effects, with a skew towards binge drinkers."

Creative Director: Craig Buchanan
Copywriter: Des Hameister/James Wills
Art Director: 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: Liquid Studios

14 Comments

Anonymous said:

Doesn't everything give you cancer nowadays? Diet Coke, Aspartame, peanut butter.

Nice crafting tho.

Gavin Bain said:

Beautiful spots and great art direction. Great stuff. I'd suggest they'll worry a few people sitting on the couch of an evening. Including me. Water thanks...

Anonymous said:

I like the pictures so well done TBA. But I bet the creatives and the production team went out after the shoot and got completely pissed.

Anonymous said:

Pity they had to use red wine to make the point. Red wine is good for you. At least that's what my doctor says. The ads should be taking on hard liquor consumption.

Anonymous said:

nice job. art direction is world class. will certainly get noticed and create some healthy debate

Anonymous said:

I think the female image at the end of 'Spread' ruined it a bit.
The cancer looked nastier with a touch of anonymity and more 'cell' based.

Nice art direction though.

Anonymous said:

I love this. Those Kiwi's certainly know their craft. Great cut-through, clear, simple, great execution. Good one Brand.

Anonymous said:

Did we all see the PR puff piece complete with fake endorser Morgen "doesn't she work at the agency that created the ads" Lewis in The West today. Shame on all involved in this PR amateur hour. And as for the client. You bought a crap strategy saved by decent execution but allowed a piece of PR sham that is just plain wrong.
Or did you?

Anonymous said:

Morgan Lewsi will be making a guest appearance on Media Watch very soon methinks! LOL

Anonymous said:

"Red wine is good for you. At least that's what my doctor says." What's the definition of an alcoholic? Someone who drinks more than their doctor!

Anonymous said:

Beautifully done well done Brand, but how can red wine be bad for you? UB40 wrote a song about it!

Anonymous said:

Actually, Neil Diamond wrote that song!!

Anonymous said:

if you are going to a doctor that tells you red wine is good for you, chances are it's because they own a winery and need you to fund their retirement.

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