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This Sweet Ad About Arthritis Urges Us to ‘Keep an Eye Out for Invisible Pains’

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Agency Primetime and director Mikkel Blaabjerg tell an everyday father-daughter story for the Danish Rheumatism Association

This Sweet Ad About Arthritis Urges Us to ‘Keep an Eye Out for Invisible Pains’
The Danish Rheumatism Association brings focus to the invisible pains that Arthritis patients experience everyday in this cinematic and narratively driven awareness film. It was directed by Mikkel Blaabjerg via Octopuss and created by the agency Primetime. 

In the film we follow a father and his daughter going about a relatively regular day - making breakfast, working, ballet class. But these everyday tasks aren’t quite as simple as they would be for non-arthritis sufferers.

Check out the ad below. 

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Production Company

Director: Mikkel Blaabjerg

DOP: Jonas Berlin

Producer: Mia Mÿrallf, Linas Suprikas

Production Company: Octopuss

Set Decorator: Vladas Dautartas


Brand: Gigtforeningen

Post Production / VFX

Colourist: Lasse Marcussen

Post Production Company: Camero


Composer: Martin Hviid

Sound Design: Kevin Koch

Creative Agency

Creative Agency: Primetime

Digital: Nanna Elming

Senior Art Director: Lise Barslund Kjeldsen

Senior Copywriter: Tobias Enné

Genres: People, Storytelling, Scenic

Categories: Associations, Corporate, Social and PSAs, Thu, 12 Oct 2017 13:23:30 GMT