THIS BIKE HAS MS

Short List
TitleTHIS BIKE HAS MS
ClientMS AUSTRALIA
Product / ServiceMS
CategoryB01. Education & Awareness (incl. Fundraising and Advocacy)
EntrantGREY MELBOURNE, AUSTRALIA
Idea Creation GREY MELBOURNE, AUSTRALIA
Media GREY MELBOURNE, AUSTRALIA
PR GREY MELBOURNE, AUSTRALIA
Production GREY MELBOURNE, AUSTRALIA

Brief Explanation

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.

Credits

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
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