Title | OPIOIDS CAN TAKE AWAY MORE THAN PAIN |
Brand | RETURNTOWORKSA |
Product / Service | HEALTH INFORMATION SERVICES |
Category | B01. Brand-led Education & Awareness |
Entrant | SHOWPONY ADVERTISING Adelaide, AUSTRALIA |
Idea Creation | SHOWPONY ADVERTISING Adelaide, AUSTRALIA |
Idea Creation 2 | SHOWPONY ADVERTISING Adelaide, AUSTRALIA |
Production | SHOWPONY ADVERTISING Adelaide, AUSTRALIA |
Name | Company | Position |
---|---|---|
Parris Mesidis | Showpony | Group Creative Director |
Rory Rory Kennett-Lister | Showpony | Creative Director |
Emerson Hoskin | Showpony | Filmmaker |
Andy Scott | Showpony | Copywriter |
Ana Coelho | Showpony | Account Director |
Chris Kim | Showpony | Senior Art Director |
Micky Grant | Micky Grant Productions Pty Ltd | Producer |
Justin Astbury | Astbury Audio | Sound Engineer |
Carmel Alfano | Showpony | Senior Account Manager |
Matic Prusnik | mpcolour.co | Colourist |
Using four dangerous side effects connected with prescription opioids as thematic triggers, we created a layered narrative exploring different experiences of suffering and loss. Opening with a prescription slip being signed and pushed towards camera, the film shows a middle-aged truck driver, a young couple, an elderly woman and a young man, each contending with a different physical or psychological opioids-related side effect. The truck driver becomes drowsy and falls asleep at the wheel. The young couple’s relationship is breaking down. The elderly woman has diminished awareness and mobility, and the young man is experiencing crippling anxiety. While depicting seemingly unrelated events, it is eventually revealed with the poignant super; ‘opioids can take away more than pain’, that prescription opioids are the common cause for their suffering.
The track we used for this awareness film is literally a library track, sourced from a popular stock music site. In isolation, it was a generic track with generic lyrics. But in the context of our creative, with careful editing and the introduction of SFX to build dynamics, it became something profound. The lyrics were edited to provide poignant contrast to the vision. When the film reaches its dramatic conclusion we hear, “… love, you’re the only one I know. Please never let me go.” – a final, emotive exclamation that perfectly encapsulates the heartbreaking nature of opioid addiction. Underneath the music and lyrics, reverb was introduced to help build tension and emotion. The collective effect was so powerful that the decision was made to omit all dialogue. Instead, we relied on music and lyrics to open our narrative to subjective interpretation and connect with the widest possible audience.