Title | BREAK THE BARRIER |
Brand | ST JOHN AMBULANCE WA |
Product / Service | FIRST AID TRAINING |
Category | A16. Public Service Messages and Charities |
Entrant | THE BRAND AGENCY Perth, AUSTRALIA |
Entrant Company | THE BRAND AGENCY Perth, AUSTRALIA |
Advertising Agency | THE BRAND AGENCY Perth, AUSTRALIA |
Production Company | THE PENGUIN EMPIRE Perth, AUSTRALIA |
Name | Company | Position |
---|---|---|
Craig Buchanan | The Brand Agency | Creative Director |
Craig Buchanan | The Brand Agency | Creative |
David Donald | The Brand Agency | Creative |
Gemma Kay | The Brand Agency | Agency Producer |
Holly Creasey | The Brand Agency | Account Director |
Grant Sputore | The Penguin Empire | Director |
Kelvin Munro | The Penguin Empire | Producer |
Allan Myles | Allan Myles | DOP |
Brad Habib | Soundbyte Studios | Sound Designer And Audio Engineer |
Andrew Wright | Soundbyte Studios | Sound Designer |
Dave Mcdonnell | Last Pixel | Vfx Artist |
Angela Naaykens | The Brand Agency | Media Manager |
Kate Brooks | The Brand Agency | Media Manager |
Grant Sputore | The Penguin Empire | Editor |
This ad is aimed at people who don't have first aid training, and shows how helpless this can make you feel. It is a highly emotional depiction of a parent's protective instincts for her child. The film shows a young child playing in a swimming pool until he hits his head and disappears underwater. In Australia, a high number of homes have pools so this is a common fear for parents. The boy's mother rushes to his aid, appearing to crawl across the surface of the water on an invisible barrier – a barrier which prevents her reaching her drowning child despite her desperate attempts to break through. The film lingers on the parent's increasing feeling of despair. The barrier is a metaphor for the mother's helplessness. It's confronting, but not as confronting as the thought that you could have helped to save a life.