RELIEF

Short List
TitleRELIEF
BrandACTOR PHARMA
Product / ServicePRUNELAX
CategoryB02. Healthcare
EntrantFIVE BY FIVE GLOBAL Sydney, AUSTRALIA
Idea Creation FIVE BY FIVE GLOBAL Sydney, AUSTRALIA
Production HELIUM.FILM Sydney, AUSTRALIA
Post Production HELIUM.FILM Sydney, AUSTRALIA

Credits

Name Company Position
Craig Bailey Five By Five Global Executive Creative Director
Craig Bailey Five By Five Global Creative
Nick Donovan Five By Five Global Creative
Daniel Craig Five By Five Global Junior Art Director
Matt Lawton Five By Five Global Strategy Director
Amar Nurula Five By Five Global Production Director
Marc Grantham Five By Five Global Client Director
Lois Vega Five By Five Global Account Manager
Rukiya Ahad Five by Five Global Account Executive
Armand de Saint-Salvy helium.film Director
Jordan Maddocks helium.film DOP
Brenden Johnson helium.film Executive Producer
Benjamin O’Donnell helium.film Producer
Armand de Saint-Salvy Vandal Editor
Marcus Timpson Vandal Grading
Phil Stuart Jones Vandal Flame
Nigel Crowley Vandal Sound Design
Casting Casting Fountainhead Casting Casting Agent
Music Composition Music Composition Subvert.tv Music Composition

Write a short summary of what happens in the film

In the wake of the pandemic, Australia has been in a state of apathy - a rarity for a country known for its unwavering, irreverent sense of humour. In this dark time, Australians sought out whatever relief they could find; like alcohol and more streaming services. So with Australians seeking the potent & cleansing power of relief - we brought the feeling to them. With people in a dissociated mindset, we couldn’t make your typical sanitised pharma-ad. So we entertained; breaking through the apathy - and did it in a way that reminded Australians of their audacious, unapologetic roots. Using bold cinematic techniques, ‘Buried’ draws you in with intrigue & tension, priming viewers to seek out the climax; laddering to a sketch comedy twist that lampoons the feeling of relief. It’s in that moment that our message lands - because no matter how relieved you are, Prunelax does it better.

Cultural / Context information for the jury

In Australia, pharma-communications are extremely regulated. The pharma-advertising made here is notably conservative, clean, safe and highly-sanitised - and as time has passed, pharma communications work has become uncannily homogenised. As a result, almost all Australian pharma campaigns are boring and forgettable. With our client Actor Pharma, we saw an opportunity to bring some cinema into the category - and rewrite the rulebook for the sector.

Links

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