ADVERTISING - FILM CRAFT - INTERNATIONAL (Best Direction)

Family is Medicine - Online Advert - RMHC Canada JPG
Family is Medicine - Online Advert - RMHC Canada MP4 2m:00s

Family is Medicine - RMHC Canada
Online Advert

Share:
Family is Medicine - RMHC Canada - Online Advert

Shortlist

Title: Family is Medicine
Brand: RMHC Canada
Product: Online Advert
Entrant Company: Knucklehead
Agency Network: Cossette Toronto
Client: RMHC Canada
Creative Director: Chris Paleczny & Taylor McCarthy
Production Company: Knucklehead / OPC
Director: Charlotte Regan
Account Executive: Lucas Van Natter, Vallerie Traitses, Alison Still
Account Director: Shawna Hayman
Agency Producer: Lindsay Hann
Production Company Producer: Max Brook
DOP: Kristofer Bonnell
Editor: Ross Birchall @ Saints Editorial
Post Production Company: The Vanity
Sound Engineer: Grayson Matthews
Casting: Shasta Lutz @ Jigsaw Casting
Sound Design: Ben Swarbrick
Other: Executive Producers: Harland Weiss, Tim Katz, Matthew Brown
Notes: RMHC offers a place for families to stay whilst their seriously ill children undergo treatment. The charity needed to reframe the role of the family during the treatment journey. They didn't want a saccharine ad made for a children's charity. They wanted smartness, and even a little humour, instead of emotional manipulation. That's where director Charlotte Regan came in. Known for her naturalistic, sensitive, and funny portrayals of family life, Charlotte was nominated for a BAFTA aged just 25, and her narrative work has premiered at Sundance, LFF and TIFF. Charlotte cast two real-life brothers as the lead characters and, as in her narrative fiction work, extracted subtle and believable performances from the child actors and the extended cast, bringing home the message that family is medicine.