This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “ Mysterious coincidences ”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.

Credits:

Haunting, real-life stories about young women compulsively trying to control their weight are the focus of a hard-hitting public service announcement (PSA) campaign to raise awareness about the severity of eating disorders. The PSAs reveal the horrors of eating disorders, underline the deadly nature of the disease as well as the need for treatment. The PSAs mark the first campaign by The Looking Glass Foundation, a local non-profit organization, whose goal is to develop Canada’s first residential centre in British Columbia for the professional treatment of adolescents with eating disorders.

“To articulate the severity of eating disorders, the campaign’s strategy and tagline profess, 'Not every suicide note looks like a suicide note.' Our intention is to illustrate that seemingly innocent signs are actually clues that a loved one may unknowingly be on a path towards self-harm,” says Daryl Gardiner, associate creative director, DDB Canada. “The campaign’s tone reflects both the seriousness of this disease and optimism for those afflicted, and leaves viewers with a positive message of hope.”

Product: The Looking Glass Foundation - PSA campaign for eating disorders
Agency: DDB Canada, Vancouver
Photographer: Frank Hoedl
Executive Creative Director: Alan Russell
Creative Director: Dean Lee
Assoc Creative Director: Daryl Gardiner
Art Director: Daryl Gardiner
Copywriter: Jeff Galbraith
Country: Canada

Credits:

Haunting, real-life stories about young women compulsively trying to control their weight are the focus of a hard-hitting public service announcement (PSA) campaign to raise awareness about the severity of eating disorders. The PSAs reveal the horrors of eating disorders, underline the deadly nature of the disease as well as the need for treatment. The PSAs mark the first campaign by The Looking Glass Foundation, a local non-profit organization, whose goal is to develop Canada’s first residential centre in British Columbia for the professional treatment of adolescents with eating disorders.

“To articulate the severity of eating disorders, the campaign’s strategy and tagline profess, 'Not every suicide note looks like a suicide note.' Our intention is to illustrate that seemingly innocent signs are actually clues that a loved one may unknowingly be on a path towards self-harm,” says Daryl Gardiner, associate creative director, DDB Canada. “The campaign’s tone reflects both the seriousness of this disease and optimism for those afflicted, and leaves viewers with a positive message of hope.”

Product: The Looking Glass Foundation - PSA campaign for eating disorders
Agency: DDB Canada, Vancouver
Photographer: Frank Hoedl
Executive Creative Director: Alan Russell
Creative Director: Dean Lee
Assoc Creative Director: Daryl Gardiner
Art Director: Daryl Gardiner
Copywriter: Jeff Galbraith
Country: Canada

Credits:

Haunting, real-life stories about young women compulsively trying to control their weight are the focus of a hard-hitting public service announcement (PSA) campaign to raise awareness about the severity of eating disorders. The PSAs reveal the horrors of eating disorders, underline the deadly nature of the disease as well as the need for treatment. The PSAs mark the first campaign by The Looking Glass Foundation, a local non-profit organization, whose goal is to develop Canada’s first residential centre in British Columbia for the professional treatment of adolescents with eating disorders.

“To articulate the severity of eating disorders, the campaign’s strategy and tagline profess, 'Not every suicide note looks like a suicide note.' Our intention is to illustrate that seemingly innocent signs are actually clues that a loved one may unknowingly be on a path towards self-harm,” says Daryl Gardiner, associate creative director, DDB Canada. “The campaign’s tone reflects both the seriousness of this disease and optimism for those afflicted, and leaves viewers with a positive message of hope.”

Product: The Looking Glass Foundation - PSA campaign for eating disorders
Agency: DDB Canada, Vancouver
Photographer: Frank Hoedl
Executive Creative Director: Alan Russell
Creative Director: Dean Lee
Assoc Creative Director: Daryl Gardiner
Art Director: Daryl Gardiner
Copywriter: Jeff Galbraith
Country: Canada

Credits:

Company: GREY WORLDWIDE STOCKHOLM, SWEDEN
Creative Director: Martin Stadhammar
Account Supervisor: Sigrun Yngvadottir/TCB Stockholm

Credits:

Context
Brief: to educate the parents and friends of young people with eating disorders, with the ultimate aim of getting sufferers to seek medical help sooner. Each advertisement acts as the front door to a website which gives information about how to spot the early warning signs of an eating disorder and how to persuade sufferers to accept treatment.

Philosophy/Solution
Solution: There are thousands of ‘pro-ana’ websites where anorexics
swop information, much of it misleading. By highlighting the horrific advice which is already ‘out there’, this commercial both reinforces the need for accurate information and establishes its own site as the authoritative source, thus prompting the viewer to visit.

Results
Response: There was no media budget – media space was donated free by media owners. The commercial was seeded onto Youtube and Myspace, where it has so far been viewed
over 150,000 times. The website has received over 100,000 page hits.
URL www.dontdieforadiet.com
Agency Abbott Mead Vickers BBDO
City London
Production Company: 2am Films
Advertiser National Eating Disorders Association
Brand Name Dr Dawson for Parents Against Eating Disorders
Product Name Anorexia awareness
Business Sector Disease Awareness, Support Groups & Associations
Campaign Name scarytale- NEDA
Date of First Publication 12/18/2006
Country of Production United Kingdom
Language English
Type Television & Cinema
Length 90 seconds
Awards Advertising Creative Circle Awards, 2007 (Bronze) for Best Public Service Commercial

The APA Show / APA 50, 2006

British Television Advertising Awards (BTAA), 2007 (Bronze) for Charity - TV Only

British
09.01.2008 17:02 !XeniaT Television Advertising Awards (BTAA), 2007 (Bronze) for Public Service Advertising

British Television Advertising Awards (BTAA), 2007 (Diploma) for Direct Response