Parkinson's UK: “Time for Can” - 30s
This fundraising film for Parkinson's UK grabs you by the lapels and forces you to pay attention to its message about the relentlessness of the disease. It feels highly effective, and the brutality of its styling will force viewers to take in what it has to say, and – we hope – respond to its urgency.
Too often, fundraising commercials for charities linger over the message in an unhelpful way. In an era where viewers are easily distracted, it doesn't make sense to create advertising which encourages people to look away in the first few seconds. This refreshingly gripping piece of work does the exact opposite and breezes through your mind before you have the opportunity to resist.