Scope: SEE THE PERSON by Leo Burnett Melbourne for Scope

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Scope: SEE THE PERSON

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Industry Public awareness, Racial/Ethnic/Handicapped/Minority Awareness
Media Film
Market Australia
Agency Leo Burnett Melbourne
Director Tov Belling
Executive Creative Director Jason Williams
Art Director James Orr
Copywriter Andrew Woodhead, Elle Bullen
Production THE POUND
Released June 2011

Awards

Cannes Lions 2011
Film Lions Public Awareness Messages Gold

Credits & Description

Type of Entry: Product & Service
Category: Public Awareness Messages
Title: SEE THE PERSON
Advertiser/Client: SCOPE
Product/Service: DISABILITY AWARENESS
Entrant Company: LEO BURNETT Melbourne, AUSTRALIA
Advertising Agency: LEO BURNETT Melbourne, AUSTRALIA
Executive Creative Director: Jason Williams
Art Director: James Orr
Copywriter: Andrew Woodhead/Elle Bullen
Agency Producer: Mandy Celm
Account Manager: Sally Cunningham
Production Company: THE POUND Melbourne, AUSTRALIA
Director: Tov Belling
Brief Explanation:
See the person, not the disability, is not just Scope's tag line, it’s a belief. We chose local Melbourne band Rudely Interrupted, in which five of the six members live with physical and intellectual disability, to become a living, breathing demonstration of this mantra. The musicians became our message, we acted as their promoter and helped them create a film clip that would air on every major music channel in the country. Filmed in a darkened studio, the clip forced viewers to appreciate the performance before they could judge the performers.