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Maltesers: Isolation Life by AMV BBDO

Agency: AMV BBDO
Client: Maltesers
Date: May 2020
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The latest instalment of Maltesers’ long-running ‘Look on the Light Side’ campaign looks at how women are getting together online, supporting each other by laughing through the ups and downs of life in quarantine. The new series of ads shot entirely through video conferencing, takes a humorous look at the struggles of balancing work-life with young children, video-dating and living alone.

This Maltesers campaign, created by AMV BBDO, was produced, directed and shot entirely remotely, without any user-generated content. Award-winning director James Rouse (Outsider) is behind the virtual camera, partnering with AMV, in new and innovative ways to produce the work, ultimately reinforcing the important #Stayhome message.

Maltesers has a history of encouraging and celebrating laughter as a mechanism to break down barriers and bring women together. The brand took an important first step in normalising the representation of disability in advertising when it launched the award-winning ‘Look on the Light Side of Disability’ campaign during the 2016 Rio Paralympics. More recently, the campaign continued, using the power of laughter to speak of the challenges facing underrepresented groups from the older workforce and LGBT+ community.

As the Covid-19 pandemic presents new and unique challenges to the whole country, this new digital campaign reinforces the #stayhome message and shines a spotlight on some of the day-to-day challenges facing women in self-isolation. The ads go beyond feel-good montage, to reflect the reality of life at home and show how women are using humour to create connection and make each other feel better in these extraordinary circumstances.

Of course, no one should have to face their challenges alone and we recognise that for some people isolation is no laughing matter. On social media, the campaign will be supported by mental health charity Mind, signposting help and advice at mind.org.uk/together for those struggling with isolation.

Credits

Creative Agency: AMV BBDO

Copywriter: Tim Riley / Jack Smedley / George Hackforth-Jones

Creative Director: Polina Zabrodskaya & Matt Swinburne

Agency Planner: Olivia Stubbings

Agency Account Team:

Richard Moloney- Client Partner

Jonny White- Board Account Director

Matt Thomas- Senior Account Director

Chloe Hogan- Senior Account Manager

Agency Producer: Sophie Honour

Media Agency: Mediacom

Media Planner: Dominic Falquero

Production Company: Outsider

Director: James Rouse

Editor: Art Jones @Work Post

Production Co. Producer: Benji Howell

Post-production Company: Framestore

Business Affairs: Ashley McLeod

Audio Post-production: String & Tins

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