Go Gentle Australia Print, Digital Be Gentle: Stop The Horror by Cummins & Partners Sydney, Cummins & Partners Melbourne

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Be Gentle: Stop The Horror

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Industry Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market Australia
Agency Cummins & Partners Sydney
Executive Creative Director Tom Martin, Julian Schreiber
Creative Director Mandie Van Der Merwe, Avish Gordhan
Art Director Mandie Van Der Merwe
Copywriter Avish Gordhan
Creative Agency Cummins & Partners Melbourne
Production Revolver/Will Orourke
Director Justin Kurzel
Released September 2017

Awards

Lions Communication 2018
Film Lions Innovation > Use of Online Film Gold Lion

Credits & Description

Media: Interactive
Category: Public interest
URL: http://stopthehorror.com
Client: Go Gentle Australia
Agency: Cummins&Partners
Production: Revolver/Will O'Rourke
Country: Australia
Director: Justin Kurzel
Executive Creative Director: Julian Schreiber
Executive Creative Director: Tom Martin
Creative Director/ art director: Mandie van der Merwe
Creative Director/ writer: Avish Gordhan
Group Account Director: Joe Godsell
Account manager: Olivia Etzine
Executive Digital Producer - Celia Karl
Digital Producer - James Tammesild
Digital Media Manager - Georgia Pedersen

Revolver/ Will O' Rourke:
MD / Executive Producer - Michael Ritchie
Executive Producer - Pip Smart
Producer - Serena Paull
Producer - Alex Kember
Edit House - Arc Edit
Editor - Peter Sciberras
Colour Grade - Be Colour
Colourist - Ben Eagleton
Sound Design & Mix - Sam Petty
PR - History Will Be Kind
Senior Account Director - Edwina Brook
Senior Account Manager - Niall Hughes
To urge politicians and voters to let the new Voluntary Assisted Dying law pass through Victorian parliament this year, Cummins&Partners, working with Revolver/Will O'Rourke's acclaimed director Justin Kurzel (Snowtown, Assassin's Creed), have developed a project called 'Stop The Horror'. Promoted initially in PR and social media as the release of a new horror film by Kurzel, the project, in reality, allows people to witness the true story of the grim last days of terminally ill patient, Greg Sims. His story is told with brutal, gut-wrenching honesty; the intense moments of pain, emotional turmoil, despair and, at times, endless waiting, are all laid bare. As viewers watch these terrible events unfold, they are offered the opportunity to opt out at anytime, thanks to a bespoke digital player that allows you to press a button and immediately "Stop The Horror". When you press the button, you leave the film and are instantly taken to a webpage that asks you to really stop the horror by supporting the law.