Canadian Diabetes Association Film SHATTERED by Taxi Canada

SHATTERED

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Industry Public Safety, Health & Hygiene
Media Film
Market Canada
Agency Taxi Canada
Executive Creative Director Lance Martin
Art Director Troy Mcguinness
Copywriter Cam Boyd
Production Suneeva
Director Shelley Lewis
Released March 2011

Credits & Description

Category: Public Health & Safety
Advertiser: CANADIAN DIABETES ASSOCIATION
Product/Service: TYPE 2 DIABETES AWARENESS
Agency: TAXI
Production Company: SUNEEVA, Toronto, CANADA
Date of First Appearance: Mar 1 2011
Executive Creative Director: Lance Martin
Copywriter: Cam Boyd
Art Director: Troy Mcguinness
Agency Producer: Alina Prussky/Aggie Brook
Account Supervisor: Patrick O'donovan
Producer: Kellyann Murphy
Director: Shelley Lewis
Editor: Aaron Dark
Post Production: Grayson Matthews
Account Manager: Daniel Langer-Hack
Cinematographer: Chris Mably
Editing Company: School Editing
English Description
Our spot opens on a dimly lit living room. A cat is mischievously making his was along the arm chairs towards the fireplace mantle where he eventually leaps, knocking over a few of the decorative vases. We see that one of them actually falls off the mantle and shatters on the floor.
Our main character walks in to the room having heard some sort of noise. He scans the room trying to identify what the sound may have been and sees the cat on the mantle stepping over a couple of the toppled-over vases.
As he walks across the room to get the cat we focus on the ground where he unknowingly walks across the broken shards of glass from the one fallen vase. Instead of stopping and realizing he is cut, he continues to retrieve is cat, unaware of the glass under his feet. When he turns to walk away, he stops, turns back and fixes the toppled-over vases.
Undiagnosed type 2 diabetes can take the feeling from your extremities and eventually it will take your life. We end the spot with a URL where viewers can find the nearest location to get checked and assess their risks.