CALM x ITV - The Last Photo (case study) Film Grand Prix at the Cannes Lions 2023

People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes. With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect. So on the happiest day of the year, adam&eveDDB worked with them to created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide. ‘The Last Photo’, a new kind of national campaign for CALM (Campaign Against Living Miserably), by not only raising awareness of a misunderstood aspect of suicidal behaviour, but also equipping the nation to help prevent suicide, even when the so-called ‘signs’ are invisible. AWARDS Cannes Lions 2023 - Film Grand Prix - Shortlist in the Titanium category - 1 Gold, 1 Silver, 1 Bronze in Brand Experience & Activation - 1 Gold, 1 Silver, 1 Bronze in Health & Wellness - 2 Gold in Outdoor - 1 Silver in PR - 1 Bronze in Media - Most awarded campaign at the Cannes Lions 2023 D&AD 2023 - Yellow Pencil in Film - Yellow Pencil in Media - Yellow Pencil in Press & Outdoor - Graphite Pencil in Experiential - Graphite Pencil in Integrated - Graphite Pencil in Integrated - Graphite Pencil in PR - Wood Pencil in Film - Wood Pencil in Press & Outdoor - Wood Pencil in Direction - Wood Pencil in Impact CREDITS Client: CALM (Campaign Against Living Miserably) and ITV. Creative Agency: adam&eveDDB Project: The Last Photo Chief Creative Officer: Richard Brim Executive Creative Directors: Ant Nelson and Mike Sutherland Campaign Creative Team: Andy Clough and Richard McGrann Head of Production: Ben Sharpe and Jack Bayley Integrated Agency producer: Amy Simmons Integrated Assistant Producers: Richard Bailey, Scarlett Rudd Designer: Scott Silvey Project Manager: Rasha Noronha Head of Planning: Will Grundy Senior Planner: James MacAskill CEO: Tammy Einav PR: Jemima Monies, Rachel Geraghty, Shehneal Dhaliwal Business Director: Louis Lunts Account Director: Rosie Snowball Account Manager: Lily Barber Account Executive: Freddie Reeve Legal: Trine Odin, Tom Campbell Clients Chief Executive Officer: Simon Gunning Chief Marketing Officer: Matthew Jennings Head of Brand and Marketing: Dipika Saggi Creative Operations Manager: Sarah McGuire Creative Director: Danny Wright Service Operations & Research Manager: James Purnell PR Manager: Shervin Behzadi Performance Marketing Manager: Aimee Morrison Ambassador Lead: Harvey Aspell Communications Officer – Social & Content: Emma O’Sullivan Art Director: Sam Quinton Graphic Designer: Tom Allison Graphic Designer: George Lee Brand & Campaigns Manager: Chloe Grass-Orkin Supporter Operations Manager: Sarah Bodenham Senior Events Manager: Alicia Mackay TV Production Director: Max Fisher DoP: Jim Joliffe Production: Cain & Abel Executive Producer: Carmen De Witt Assistant Producer: Jake Parker Graphic/Print Production: Gareth Evans Sound Engineer – Parv Thind, Wave Sound Engineer – Jeff Smith, Wave Sound Producer – Beth Tomblin, Wave Editor: James Rosen c/o Final Cut Colourist: James Bamford c/o Rascal Colour Producer: Jai Mhach Durban c/o Rascal Post: James Ireland c/o Cain & Abel Motion Graphics: Ed Christie c/o Cain & Abel Photography Researcher: Sunnah Khan Research Production: Tim Katz c/o Knucklehead Film Researchers: Josie Cole & Rebecca Lloyd-Evans c/o Six Minutes Music Supervisor: James Radford c/o Radford Music Music Track: “Bring Me Sunshine” performed by Beth McCarthy Musi Produced By: James Radford, Morgan Pochin, Ben Robbins Music Publisher: Chester Music T/A Campbell Connelly & Co Exhibition Production Managing Director: Simon Vaughan c/o Creative Giants Design Director: Ben Kearns Event Manager: Victoria Dobrowolska Producer: Charlotte March Designer: Alicia Montero Admin: Patrycja Plociennik Project Assistant: Sam Williams Fabrication and Install: Standard8 Location Services: Coinstreet Retoucher: Georgia Plomer, Jon Webb, Gemma Lawton c/o King henry Adaptation Production and Supply Artwork: Dave Callow c/o King Henry Artwork: Sam Harris c/o King Henry PR Account Director: Olivia Sweeting (Persuasion Communications) Director: Don Ferguson (Hope&Glory PR) Associate Director: Nicola Burton (Hope&Glory PR) Media Head of Strategy: Chris Gilfoy Strategy Director: Ben Edwards Commercial Director: Marc Bignell Website / Digital Team Digital designer: Mauricio Brandt (C&A), Sam Butler (C&A) Creative Technology Director: Hash Milhan (C&A) Digital Producer: Matthew Walker (C&A) Front End Developer: Jack Christian Technical QA: Mark Sadler