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LO STORYTELLING DI ADVexpress: CANCER RESEARCH UK Every Moment Counts
Nel video di oggi del servizio di ADVexpress sullo storytelling nell’audiovisual content, un appello per raccogliere fondi utili alla battaglia contro il cancro, che celebra i semplici ma sublimi momenti di gioia dei sopravvissuti.
CANCER RESEARCH UK Every Moment Counts
Regia di Finn McGough (Rogue Films, London)
In linea con una lunga e nobile storia di campagne di profonda emozione ma prive di sentimentalismo, il nuovo spot di Cancer Research UK, creato dall'agenzia AMV BBDO (London), mette in evidenza la preziosità del tempo e il valore inestimabile della vita.
Alcuni sopravvissuti dal cancro rispondono in voice-over a un immaginario invito a raccontare un momento indelebile che ha segnato la loro uscita dal pericolo immediato, momenti di pura semplicità che celebrano la gioia di essere vivi.
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Guarda il video.
Il regista Finn McGough contrasta il sapore naturalistico delle voci con uno stile visivo quasi onirico, filmando i protagonisti non in modo frontale ma obliquamente, come se volesse rappresentare l’universalità della fragilità dell’essere umano.
Un delicato sound design contestualizza quasi impercettibilmente le dichiarazioni dei testimonial e la colonna musicale chiude con un ripetuto battito a tre tempi che con la sua sonorità ovattata richiama il battito cardiaco.
VOICE OVER TESTIMONIALS
“When in the morning, when the alarm clock goes off, and you wake up, it’s just a magic moment because I’m awake. It’s another day. Another day I didn’t think I might see.”… “I remember the first time I was able to tie my hair into a ponytail, I had to run and tell my mum, because I was just so excited.”... “The first time that I was able to put my trainers on, I literally ran about two hundred metres. It was a massive achievement for me.”…. “The day that stands out for me is the day that I went walking along the beach with my grandsons. The boys decided that they would build a sandcastle. The water came and filled the moat, and they got really excited. They were dancing around their castle saying ‘Granny! Granny! The water’s gone into the moat!’ Yes, I was so pleased to be there to share it with them.”… After I had my ‘all clear’, I even loved the sound of my husband snoring.”… “Being back on my motorbike and enjoying the sense of freedom again, exploring places I’ve never been to before.”… “The first time that I remember getting to the top of the stairs and I actually wasn’t out of breath, I just had the biggest grin on my face.”… “It was spring and I was just walking along and noticing for probably the first time ever all the flowers and the trees, thinking ‘Oh, my goodness, that’s just so amazing. And I just stood there smiling, thinking it’s so good to be alive.”… “I thought I was not going to be around to enjoy much more of my life, and now every day seems like a gift really.”… “Looking back at what I’ve been through, I feel like I can do anything now.”
SUPER
When you’ve fought cancer, every moment counts.
Richard Ronan
richard.ronan@hotmail.it
Regia di Finn McGough (Rogue Films, London)
In linea con una lunga e nobile storia di campagne di profonda emozione ma prive di sentimentalismo, il nuovo spot di Cancer Research UK, creato dall'agenzia AMV BBDO (London), mette in evidenza la preziosità del tempo e il valore inestimabile della vita.
Alcuni sopravvissuti dal cancro rispondono in voice-over a un immaginario invito a raccontare un momento indelebile che ha segnato la loro uscita dal pericolo immediato, momenti di pura semplicità che celebrano la gioia di essere vivi.
Guarda il video. Il regista Finn McGough contrasta il sapore naturalistico delle voci con uno stile visivo quasi onirico, filmando i protagonisti non in modo frontale ma obliquamente, come se volesse rappresentare l’universalità della fragilità dell’essere umano.
Un delicato sound design contestualizza quasi impercettibilmente le dichiarazioni dei testimonial e la colonna musicale chiude con un ripetuto battito a tre tempi che con la sua sonorità ovattata richiama il battito cardiaco.
VOICE OVER TESTIMONIALS
“When in the morning, when the alarm clock goes off, and you wake up, it’s just a magic moment because I’m awake. It’s another day. Another day I didn’t think I might see.”… “I remember the first time I was able to tie my hair into a ponytail, I had to run and tell my mum, because I was just so excited.”... “The first time that I was able to put my trainers on, I literally ran about two hundred metres. It was a massive achievement for me.”…. “The day that stands out for me is the day that I went walking along the beach with my grandsons. The boys decided that they would build a sandcastle. The water came and filled the moat, and they got really excited. They were dancing around their castle saying ‘Granny! Granny! The water’s gone into the moat!’ Yes, I was so pleased to be there to share it with them.”… After I had my ‘all clear’, I even loved the sound of my husband snoring.”… “Being back on my motorbike and enjoying the sense of freedom again, exploring places I’ve never been to before.”… “The first time that I remember getting to the top of the stairs and I actually wasn’t out of breath, I just had the biggest grin on my face.”… “It was spring and I was just walking along and noticing for probably the first time ever all the flowers and the trees, thinking ‘Oh, my goodness, that’s just so amazing. And I just stood there smiling, thinking it’s so good to be alive.”… “I thought I was not going to be around to enjoy much more of my life, and now every day seems like a gift really.”… “Looking back at what I’ve been through, I feel like I can do anything now.”
SUPER
When you’ve fought cancer, every moment counts.
Richard Ronan
richard.ronan@hotmail.it