The launch film of Take 90, a platform aiming to tackle acts of aggression spiked by anger, demonstrates the power and attention a 90-second single shot can hold.
The Take 90 campaign aims to reduce acts of aggression by educating the public on the psychology of anger, particularly the fact that feelings of rage often dissipate within 90 seconds.
Developed by Grey London, the debut film features an actor furiously ranting directly at the camera. However it becomes clear that his voice – which is calming and measured – does not correspond to the actor’s frustrated facial expressions and body language.
Take 90 has been launched by Police Now, a charity that recruits and trains graduates to become neighbourhood police officers, and supported by more than 90 organisations including Calm, London First, Vice Media, Unilad and Facebook.
A WPP collective comprising Cohn & Wolfe, Hill+Knowlton, Group M and PSB Research alongside Grey has also created posters and long copy press ads. The latter take 90-seconds to read and describes exactly what happens physiologically to those experiencing anger.
Mindfulness app Calm has also created bespoke meditations designed to dispel feelings of anger, while a suite of ‘angry-mojis’ and influencer content will be rolled out across social media.
Business units involved: Grey London, GreyX, Town Productions
Client: Tor Garnett, Police Now
Creative teams: Jesse Little, Terry O’Neil, Joseph Arnold, Nathan Holley, Georgia Horrocks, Mathew Kennedy
Designers: Stuart Leung, John-Paul Racle, Tyrone Zall, Simon Kinslow, Kit Suman, Ben Alderman, Stefan Klasener
Creative Director: Joseph Ernst, Joe De Souza
CCO: Caroline Pay
Producers: Olivia Chalk, Leanne Esposito, Katy Sur, Beth Sykes, Glen Mcleod
Planners: Holly Clancey, Rachel Holden
PR: Luke Pearson, Ben Bailey
Account team: Olivia Browne, Sophie Fredheim, Eldar Chen, Johno Fagan
Partner agencies: Group M, Hill+Knowlton Strategies, Cohn & Wolfe, PSB
Production company: Town Productions
Director: Joseph Ernst
Editor: Michele Difrancesco
Producer: Dee Meaden
Executive producer: Olivia Chalk
DoP: Oliver Schofield
Post-production: Town Productions/ GPS
Audio post-production: Town Productions