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WATCH ON DEMAND FROM 25 Jan 2021
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Humans Have Roots Too by Love or Fear

Date: Jan 2021
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Love or Fear has launched a national TV campaign to promote Elder’s live-in care at home service.

Andrea Love animated the tv ad through Curate Films, she works in wool and felt, dye.

“Despite being well-meaning, care industry advertising is often patronising and fear-mongering about people who need support," explained Elder's marketing director Gareth Main. "Working with Love or Fear and getting to the root of this intensely emotive subject, we’ve been able to create a stunning campaign that completely changes the tone and begins to reinvent how we all see ageing.”

Adding to this, Dave Dye, chief creative officer of Love or Fear said: “People are a bit like plants, you can’t just uproot them and plonk them anywhere, they’ve got a whole ‘root system’ around their home and infrastructure that nourishes them’’.

Credits

Client: Elder.org

Agency: Love or Fear

Client: Gareth Main, Kate Dunning, Belen Estrela

Creative: Dave Dye

Strategy: Matthew Waksman

Account Director: Natalie Carpenter

Account Executive: Emma Crofts

Media Agency: Running Total Media

Agency Producer: Kirsty Dye

Animator: Andrea Love

Director: Andrea Love

Production Company: Curate Films

Producer: Madeleine Sanderson

Executive Producer: Dan Dickenson

Post Production: No. 8 London

Music: Beetroot - Vince pope

Sound: Wave Studios - Parv Thind

Sound design: Richard Gould