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Category
Craft - Music / Sound / Music / Sound
Annual ID
FI16277M
About the Work
With today’s teenagers operating in a fast, always-on world, the campaign aims to make ‘slow’ cool, in a re-imagination of the hare and the tortoise fable. Two groups of masked teens make their way towards the Hare and Tortoise fancy dress party. The tortoises play it cool, and have no fear of arriving fashionably late. The hares race to be there 1st, making fast and erratic decisions that eventually lead to their tragic downfall - a road accident. The tortoises arrive at the finish unmarked. The film ends with the call to action - ’Think Slow When Crossing’. Society is breeding a world of hares. Their language abbreviated. Information delivered in 140 characters. The hares have an urge to complain if things aren't fast enough. It’s not uncommon for them to be in multiple worlds at any one time. Dual screening, Snap Chatting, Just Eating. Everything’s at their fingertips, instantly.
2016 Awards
Total Points: 5
Merit
Credits
Agency
M&C Saatchi / London
Production Company
Rattling Stick / London
Director
Sara Dunlop
Executive Creative Director
Elspeth Lynn
Producer
Stuart Bentham
Agency Producer
Bruce McKelvie
Creative Team
Dipesh Mistry
Robert Graves-Morris
Music / Sound
Alex Ball
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