Have our brains reached input saturation point? Advertising thinks so. Brands began encouraging people to take time out from their devices last year to return to having real relationships. This year the focus of intention, as well as attention, is on taking time out from devices to achieve calm. The first ad theme for 2020 grows from the mindfulness movement that developed into a business opportunity last year.
The first example comes from Wieden + Kennedy London for the National Trust in the UK. Yes, there is no doubt that the hero film’s (experiential) juxtaposition of the hectic-ness in our urban lives and the National Trust’s peaceful back-to-nature offering is opportunistic. But there are sufficient grains of truth in the idea to fill a beach, and if the creative doesn’t make you impress you with its experience of both stress and calm, perhaps you’re already so overloaded that you’re numb.
The written message in the 60-second spot directed by All Mighty Pictures’ Anthony Dickenson begins with the observation, “Our lives are overcrowded, overexcited, overstrained.” It then continues with the 1883 comment by National Trust co-founder, Octavia Hill in 1883, “We all want quiet. We all want beauty. We all need space.”
“The National Trust was founded 125 years ago to preserve and protect land and historic places, for everyone, forever. Since then, modern-day living has made it increasingly difficult to connect to the environment,” commented, Wieden + Kennedy London executive creative director, Tony Davidson.
“The quote from founder Octavia Hill, which runs through the work, reminds us how we all need nature and is still as pertinent today as it was all those years ago. We wanted to bring people a sense of calm and remind them how it feels to be at one with nature.”
The full campaign will run across online, social and print.
Agency: Wieden & Kennedy London
Executive Creative Directors: Tony Davidson & Iain Tait
Creative Director: Flo Heiss
Creatives: Derek Lui & Harry Ingrams
Account Director: Ollie Pym
Account Manager:Preety Mudhar
Chief Strategy Officer:Ben Armistead
Planning Director:Sam Belt
Design Director:Karen Jane
Lead Designer:Alex Thursby- Pelham
Business Affairs:Helena Thomas
Production Company: All Mighty Pictures
Director & DOP: Anthony Dickenson
Executive Producer & Creative Director: Mark Harbour
Editing: Jack Williams @ The Assembly Rooms
Footage Research Company: The Director Studio
Post Production: Time Based Arts
Post Producer: Jo Gutteridge
Flame Artist:Adam Paterson
Animation Lead: Jess Gorrick
Animators: Tom Robinson &Tom Mackay-Thomas
Colourist: Lewis Crossfield
Sound Design: Joe Wilkinson @ String and Tins
The second example also comes from the UK, from Joint London, for cinema chain, Vue. Its message is that so many “stories” are being “broadcast to the whole world from the palm of your hand,” but we’re not really appreciating any of them. They’re just adding to the clutter of already overloaded lives. The hero film states that the power of these stories is diluted by how we’re watching them.
“To lose yourself in a story, you have to do it properly,” states the film’s hero – Star Wars actor, John Boyega. The film then shows you what properly and improperly is.
[Do you also wonder if the Bandaid has a symbolic meaning or is a device for attention?]
The film, which was directed by Jake Scott and features a cameo by his dad Ridley Scott, is the first ever brand film for Vue. The campaign is running in social media and OOH during January, a key month for cinema viewing in the UK.
“It’s never been more important to find time to switch off from the incessant distractions of the modern world—and to get lost in a great story,” stated Jake Scott. “I really believe in the power of cinema and the collective experience and so do Vue. They offer a sanctuary from the modern world: a place to enjoy great stories told by brilliant filmmakers.”
Agency: Joint London
Editing: Dan Sherwen @ Final Cut
Sound: Phil Bolland @ Factory
Music: Alex Bingham @ Machine
Music Producer: Matej Oreskovic
Post-Production & Visual Effects: Electric Theatre Collective
Colourist: Luke Morrison
Producer: Antonia Vlasto