To produce a 30” television commercial for the NHS 111 service, in conjunction with a wider above the line campaign.
The commercial had to appeal to as wide an audience as possible, pushing people towards using the 111 service rather than just phoning 999 or walking into A&E and make a mundane message more engaging.
It was vital that this commercial presented the overall message in a clear, simple way, so we worked with the client on identifying typical areas where people had been attending A&E or calling 999, when they could have used the 111 service.
Examples of these included; sprained ankles, toddlers with high temperatures and people with minor stomach upsets. We used these cases as a basis for a script adding in context to each condition to make it relatable e.g. “when Jenny twisted her ankle out running”…
NHS/ ITV Meridien
The approved script outlined a series of situations followed by the call to action of dialling 111 for 24/7 medical help and advice. We then looked at creating a film with visual metaphors for each scenario that were a bit of fun and slightly light-hearted in tone so the whole commercial wasn’t heavy and overbearing to the audience.
Our creative concept was to shoot objects relating to the examples in a fun way with subtle animation and movement, so for the opening line “When Kirsty’s toddler was running a temperature, 111 helped her keep a cool head”, we filmed a teddy bear dropping onto the floor, a thermometer going up and a desk fan all against different colour backgrounds. The Director Richard Crombie worked with Director of Photography David McDowall to bring the storyboard to life, even providing props for the shoot.
Filming was over one day and editing involved some tidy up work, animated elements and grade. Client feedback included the following “The work that the team did to produce our advert was fantastic. Throughout the whole experience they were keen to understand the emotions of the audience and continually tested out different ideas which, when combined with their creative expertise, produced a fantastic advert that we’re delighted with.”