Arnold Worldwide and eating disorder treatment provider, Monte Nido, have tackled one of the hardest briefs – to help those with eating disorders feel seen and inspire them to seek help from an organisation that understands them.
The campaign leads with a 60-second film, Hidden, that highlights the common behaviours of those suffering quietly from the disorder.
Eating disorders are a growing, deadly epidemic, yet most cases go unnoticed and untreated because many people suffering are hiding in plain sight. People with all forms of eating disorders, whether knowingly or not, have similar behaviours and habits surrounding a common theme – hiding. From concealing their bodies to hiding food wrappers, they keep parts of themselves hidden from those around them.
“When we work on projects like this, I’m keenly aware of the direct relationship between the craft we bring to a project, and its ability to reach the people it needs to reach,” stated Sean McBride, CCO of Arnold. “These stories need to reflect real human experience. The audience needs to feel both seen and understood, but never pandered to or preached to. Clients, agency and production all came together very quickly to form one, unified team on this project – a team hell-bent on making work well-crafted enough to really make a difference. And we’re incredibly proud of the result.”
Supporting the hero film are three 30-second spots, each focussing on a specific eating disorder (anorexia, bulimia, binge eating disorder).
“Nearly 29 million Americans will have an eating disorder in their lifetimes, yet the majority never receive treatment. Tragically, someone dies every 52 minutes from an eating disorder. Raising awareness is crucial to help more people receive the care they need,” noted Anthony Modano, chief marketing officer of Monte Nido.
The new US campaign is Arnold’s first work for the organisation and is also Monte Nido’s first national campaign. The campaign will cover online video, social, and digital display as well as offline industry events.
Credits:
Client: Monte Nido
Chief Executive Officer: Cassie McLean, MPA
Chief Clinical Officer: Melissa Spann, PhD, MBA, CEDS-C
Chief Medical Officer: Molly Perlman, MD, MPH, CEDS-C
Chief Marketing Officer: Anthony Modano
Head of Marketing Operations: Nicole Bazzinotti
Director of Marketing & Communications: Katrine Strickland
Brand Strategy: Lanna Tokuhiro
Agency: Arnold Worldwide
Chief Creative Officer: Sean McBride
Chief Client Officer: Val Bettini
Associate Creative Director: Diana Friedman
Copywriter: Aubrey Estes
SVP, Head of Production: Paul Shannon
Producer: Kara Canole
Senior Marketing Manager: Erica Gagnon
Senior Project Manager: Emma Mester
Strategy Director: Lucia Corso
SVP, Head of Business Affairs: Lisa Belden
Director of Business Affairs: Elyssa Ahern
Business Affairs Associate: Leo Do
Production Company: Objects and Animal
Director: Haya Waseem
Director of Photography: Christopher Lew
Executive Producers: Justin Benoliel & Emi Stewart
Bid Producer: Liam Benstead
Production Service Company: Animals
Producer: Dan Montgomery
Coordinator: Candice Napoleone
Assistant Director: Keith Giesbrecht
Head of Production: Rob Day
Talent Coordinator: Peter Widdrington
Post: Cabin
Editor: Dylan Edwards
Assistant Editor: Dani Roth
Post Producer: Linden Carty
Executive Producer: Hope DuHaime
Head of Production: Lisa Barnable
Colour: Gregory Reese @ Royal Muster
Music: Hifi Project
Composer: Max Khale
Sr Audio Engineer: Jesse Marks
Creative Project Manager: Jack Kaplan
Creative Director: Chris Heidman
Executive Producer: Jack Bradley
