Title | THIS BIKE HAS MS |
Brand | MS AUSTRALIA |
Product / Service | MS |
Category | B01. Education & Awareness (incl. Fundraising and Advocacy) |
Entrant | GREY MELBOURNE, AUSTRALIA |
Idea Creation | GREY MELBOURNE, AUSTRALIA |
Media | GREY MELBOURNE, AUSTRALIA |
PR | GREY MELBOURNE, AUSTRALIA |
Production | GREY MELBOURNE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Michael Knox | Grey Melbourne | Chief Creative Officer / Managing Partner |
Michael Knox | Grey Melbourne | Chief Creative Officer / Managing Partner |
Claudia McInerney | Grey Melbourne | General Manager |
Aaron Rocca | Grey Melbourne | Account Manager |
Evan Karas | Grey Melbourne | Digital Director |
Danish Chan | Grey Melbourne | National Planning Director |
Katie Wellbelove | Grey Melbourne | Agency Producer |
Adam Grant | Grey Melbourne | creative |
Joash Tham | Grey Melbourne | creative |
Ryland Summers | Grey Melbourne | Creative |
Renee Luri | Grey Melbourne | Designer |
Amahl Weererantne | Grey Melbourne | Finished Artist |
Belle Thompson | Grey Melbourne | Digital and Social Manager |
Jan Saunton | MS Limited Australia | MS Group Manager Marketing / Communications |
Tegan Berry | MS Limited Australia | Marketing Specialist |
Max Walter | JUMP PRODUCTIONs | Director |
Daniel Gallagher | DANIEL GALLAGHER | DoP |
Paul Baxter | RISK SOUND | Sound Engineer |
Chris Brown | TRACE HOUSE | Editor |
Leigh Cooke | GLASS CASE PRODUCTIONS | Editor |
Peter Bennett | METHOD STUDIOS | Editor |
Louis Petruccelli | LOUIS PETRUCCELLI | Photographer |
Liane Hurvitz | LIANE HURVITZ | Photographer |
Daniel Herrmann | HELL STUDIOS | Photographer |
Nicholas Brosse | GREY SINGAPORE | Digital Project Manager |
JunJek Low | GREY SINGAPORE | Digital Executive Creative |
Sebastian Quek | GREY SINGAPORE | Digital Art Director |
The film opens tight on what looks like a normal bicycle. We hear… “This is a terrible bike.” “This bike has Multiple Sclerosis.” The film is a making of “the bike”. Introducing us to Paralympian gold medallist Carole Cooke and the team of neurologists, physiotherapists, bike mechanics, sport scientists and people living with MS to build a bike. We are walked through the building of the bike. We witnessing teeth being removed from its gears to mimic spasticity. The grind of the cassette served to create a whirring sound suffered by many people with MS. Ball bearings were tucked inside the handlebars to create pins and needles. The frame being made heavy and the wheels being buckled to cause fatigue and offset balance forcing the rider to constantly fight against it just to keep it straight. The seat being twisted to made hard to simulate numbness and pain.