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NHS ‘Wasted’ advert

Agency: Atticus Finch

Client: NHS Northamptonshire

Creative production company, Atticus Finch, has scripted, produced, directed and post-produced a hard-hitting campaign for NHS Northamptonshire.

Designed to deter local 18-24 year olds from binge drinking, the campaign focuses on the notion of a ‘wasted’ night. The production was completed in just 30 days from brief to broadcast.

The two ads see a young female and a young male adult suffering from the effects of a ‘wasted’ night. Each shot is accompanied by a title telling viewers what alcohol they’ve consumed.

The girl sits on the toilet with her underwear around her knees as her friend texts to find out where she is. The boy is lying on the toilet floor in a pool of vomit as his mate tries getting him out to watch the end of the footie.

Atticus Finch was briefed to create a campaign with a shock level of 8 out of 10. This was achieved by designing disgusting environments and using stark close-ups, including live action shots of vomit.

The casting was representative of the 'everyman/everywoman' who might get themselves into this state. The shoot took place in Halliford Film Studios in just one day, using the Red One camera shooting 4k to ensure the campaign could be suitable for cinema screenings. The no-frills graphics and titles were kept big and bold to add to the films’ hard hitting nature.

The campaign broke on TV and is being followed by a digital push that includes 4OD, facebook and live events.  It will also screen in cinemas later in July.

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