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CALM: The Invisible Opponent
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Total Health agency Seven Stones and AMV BBDO have collaborated on a campaign for suicide prevention charity Campaign Against Living Miserably (CALM), encouraging those struggling with their mental health to open up and seek support. The new work uses the context of sport – and heavyweight boxing champion Tyson Fury – to spark conversation about the impact of mental health challenges, which is positioned as "The Invisible Opponent". Using real footage of Tyson Fury's fight against Deontay Wilder in December 2018, but with his opponent digitally removed by MPC, we see the fighter moving around the ring, throwing, and evading punches and his skin rippling with the impact of jabs. The sequence sees two big blows knock him to the floor, as the referee starts to count. Summoning extra strength from somewhere, Fury lifts himself from the canvas and stands ready to fight again. CALM’s powerful message is that “Sometimes the toughest opponents are the ones you can’t see,” which appears before the words “Don’t fight it alone” and the helpline. The campaign goes live in advance of Tyson Fury's trilogy rematch against Deontay Wilder and will be officially introduced by ITV during Love Island this evening. The campaign, planned by the7stars, will be backed up by VOD and YouTube, as well as JCDecaux UK’s Transvision screens nationwide. Social media will focus on the core film and engage influencers to drive reach and to encourage conversation about the topic, using the hashtag #InvisibleOpponent.
Agency planning team: Joe Smith Related |
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