BREAK THE BARRIER

Bronze Spike
TitleBREAK THE BARRIER
ClientST JOHN AMBULANCE WA
Product/ServiceFIRST AID TRAINING
CategoryA16. Public Service Messages and Charities
EntrantTHE 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

Brief Explanation

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.

Credits

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