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Rey Andrade
Rey Andrade
Executive Creative Director at 72andSunny Amsterdam
Amsterdam, Niederlande
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TitelBoyfriend
Agentur
Kampagne Not Even Once - Montana Meth Project
Werbende The Tom and Stacey Siebel Foundation
Marke The Montana Meth Project
Datum der ersten Ausstrahlung/Veröffentlichung 2007 / 3
Geschäftsbereich Rotes Kreuz, öffentliche Beratungsstellen (Drogen/Alkoholismus/Rauchen/Aids)
Slogan Not Even Once
Story A teenage girl’s voice over describes how much she loves her boyfriend and how he takes care of her.
S
imultaneously the camera pans along a lingerie-clad teenage girl on a bed in a seedy motel room. We see an older man zip up his pants and leave. As he leaves he hands a young kid something. The young boy comes into the motel room, marginally comforts the crying girl and then bends over his bag of meth. End card: Meth, Not even Once.
Philosophie Through juxtaposing a voice-over expressing positive thoughts, with on-camera action depicting the opposite — and quite violently so — the brutal effects of Meth on people’s lives was brought into sharp focus. The spots were shot in one take, underscoring their ‘real story’ nature.
Problem Through previous campaigns we had already communicated the adverse physical effects of Meth. This time around we needed to communicate the more emotional effects of Meth—and that Meth affects not only the user, but all the people in the user’s life. His family, his friends, his loved ones.
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