ITV: advert-body-1 by Uncommon

User-generated content continues to be an accessible tool for brands to communicate during Covid-19’s restrictions. In this new series of work, Uncommon plays with animation to craft a fresh and disruptive approach to support ITV’s efforts in raising awareness for mental health.

During Mental Health Awareness Week, the channel’s brand identity is changing to mark this important event with new campaign: ITV. Conversations.

This series of films showcases short powerful stories, which reflect the graphic style of a text conversation. The back and forth exchanges continue to encourage us to reach out beyond our immediate circle of close family and friends to those who may not be expecting our call or message.

These relatable stories tap into life moments we’re all experiencing during lockdown. The momentous news of telling your Gran and Grandad you’re having a baby, checking-in on a colleague at work who lives alone, the (very talkative) elderly uncle who’s self-isolating and the morale support needed from your mates after a Tik-Tok inspired home haircut goes wrong.

Nils Leonard, co-founder at Uncommon said: “This campaign and identity was designed against the production trends this lockdown is forcing us into. We wanted to create something different, honest, and jarring, but still emotional.

We used the way we actually message as our medium. The candid love, the one-sided wanging-on, and the tortuous hesitation we have all felt brought to bear how hard it can be to do the simplest thing: reach out to the ones you normally don’t.”