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AIP: Helmets
Luscious Director Marcus Hamill tests his creative abilities whilst educating others about issues that effect everyone in his latest TVC for AIP (Asian Injury Prevention) Charity organisation via agency River Orchard.
AIP (Asian Injury Prevention) is a foundation set up to reduce the rising number of traffic fatalities in developing Asian countries. They are trying to get a message to people to put helmets on their kids on motorcycles. They raise awareness, talk to kids and give helmets to school children. Says Hamill: "I've spent quite a bit of time traveling in Asia and it has always shocked me to see so many kids on motorbikes without a helmet on, so I was really keen to support this charity". Luscious International produces on average at least 5 – 10 charity TVCs or community service announcements each year. In the past AIP have done some really confronting commercials to try to get children to wear helmets. This time around they wanted to do something more emotive and a little less shocking Hamill wanted to create an ethereal sort of tone, to engage the audience and make them think they’re watching beautiful images of a kid flying. When the glass appears we subvert the audiences expectation. Hamill says "I guess it’s a sort of journey from the sublime to the horrific. I think the end result is a really emotive and chilling piece of communication. Let's just hope it makes parents think about the consequences of their kids not wearing a helmet".
Account Manager: Chloe Vy Le Related |
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