Humans Have Roots Too by Love or Fear
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’’.
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