St John Ambulance Film Helpless by BBH London

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Industry Public Safety, Health & Hygiene
Media Film
Market United Kingdom
Agency BBH London
Creative Director Matt Doman, Ian Heartfield
Art Director Charlene Chandrasekaran
Copywriter Dan Morris
Production Blink Productions
Director Benito Montorio
Service Agency Factory Studios
Service Agency MPC
Released April 2013


Cannes Lions 2013
Film Lions Product & Service; Fundraising & Appeals Silver

Credits & Description

Advertiser: St John Ambulance
Product: St John Ambulance
Title: Helpless
Advertising Agency: BBH
Creative Directors: Matt Doman & Ian Heartfield
Copywriter: Dan Morris
Art Director: Charlene Chandrasekaran
Agency Producer: Matthew Towell
Production Company: Blink
Director: Benito Montorio
Production Company Producer: Josh Barwick
Director of Photography: Fede Alfonzo
Post Production: MPC
Editing Company: Stitch
Editor: Andy McGraw
Audio Post Production: Factory Studios
Brief Explanation
With limited budgets, St John Ambulance needed to generate work that would be amplified by media conversation to ensure the necessary reach.

The film was built around the statistic that first aid could help prevent up to 140,000 deaths every year. The same number of people that die from cancer.

Following a young father's fight with cancer, the film shows his diagnosis, early on-set and difficult recovery. Once in remission, he then tragically dies from choking on a burger at a BBQ because none of the guests know the first aid needed to be the difference between life and death.