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180's "Marked For Life" Campaign

Creative 862 Add to collection

180 Amsterdam and SIRE (Foundation for Idealism in Advertising) create campaign to bring a new awareness about divorce, and just how harmful the effects of a bad divorce can be for children.

180's "Marked For Life" Campaign
“MARKED FOR LIFE”

Everyone knows separation and divorce are difficult for everyone involved, however in the heat of the moment parents sometimes say things that can have serious long term effects on children.

SIRE (Foundation for Idealism in Advertising) and 180 Amsterdam have made this campaign to create a new awareness about divorce, and just how harmful the effects of a ‘bad’ divorce can be for children. Also how these effects can last for the child’s entire life, shaping their behaviour and experiences in years to come.

The campaign is called “Marked for Life” and it shows how the words you say in divorce can leave a mark forever. The TV, print and website portrays young children marked by tattoos that repeat the words they overheard during their parents’ conflicts.

Andy Fackrell, Executive Creative Director at 180 Amsterdam says: “We wanted to address the issue of divorce and children as directly and as emotionally as possible. We've all heard these words, whether as kids ourselves, or as friends and relatives. It's just amplified and more damaging to kids when they know one of their parents may not be around any more.”

ABOUT THE PRODUCTION:

SIRE and 180 Amsterdam only managed to create this campaign through the dedication and inspiration of their partners who worked tirelessly to see it through.
Ariel Kleinman directed the TV commercial through Partizan, Laura Pannack shot the photography, Finish Post took care of the the post –production, Work Post edited the films, Refunk Amsterdam made the website and Kaiser Sound recorded the radio ads.

Andy Fackrell, Executive Creative Director at 180 Amsterdam says: “It was great working with young talent. In terms of director and photographer, both are on their way up. Both are in their mid-twenties, so for me it was really interesting to see how they'd take this, as they hadn't any work that exactly fitted the brief. So we were all doing something new. I am really pleased how emotionally raw it all turned out. But with this underlying craft and aesthetic value. And all props to the Bee Gees for giving out the rights to "Words."

ABOUT THE POST PRODUCTION:
Post-production on 180’s “Marked for Life” was created by London-based post company Finish. Each tattoo had to be carefully composited and layered into the skin in post-production to add the reality required whilst ensuring the tattoos tracked with the children’s skin as they moved on screen.

Paul Wilmot from Finish, the Lead Op on the project says:
“The campaign is visually hard-hitting and I had to make sure the tattoos themselves looked tough and permanent to convey the depth of the idea. In one scene where the new tattoo is being drawn on, I needed this to look visually different from the others – newly inked so much more raw and painful. It was a great campaign to work on and the finished ads look fantastic.”

ABOUT SIRE:
SIRE is an independent Dutch organization, which stands for the 'Foundation for Idealism in Advertising'. It’s a group of advertising and marketing industry leaders who donate their time to create awareness of social issues and review society as a whole.

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180 Amsterdam, Mon, 09 May 2011 16:00:00 GMT