Creative Work of the Week: Great Ormond Street Hospital celebrates the 'ordinary'
It’s been Ad of the Day and now AMV BBDO’s ‘Ordinary World’ campaign for Great Ormond Street Hospital (GOSH) has scooped our European Creative Work of the Week title.
Drawing attention to all the little things we take for granted in ‘Ordinary World’, the campaign is based on the insight that no child wants to be in hospital missing out.
“The campaign highlights the importance for patients of Great Ormond Street Hospital to return to the ordinary world,” commented GOSH deputy director of brand and content marketing, Nick Radmore, of the creative which presents ‘Ordinary World’ like a theme park where day to day activities such as a trip to the supermarket or a bus ride are reframed as wonderous, exhilarating experiences.
“While the NHS meets the day-to-day running costs, the hospital relies on support above and beyond this to provide extraordinary care, expertise and facilities,” added Radmore. “We hope that people will stop and think about the concept of missing the ordinary and make an emotional connection to the patients and families who are supported by the charity every day.”
Voiced by actress Olivia Coleman, she said it was a privilege to work with the charity which, for many families, is their “last hope”.
Much of the advertising space, including in cinema, on Sky channels, the BT Sport app and YouTube, has been negotiated for free or at a reduced cost by Mediacom. James Drummond, board account director at AMV BBDO, commented: “We don’t usually strive for the ordinary, but that’s exactly what we’ve done in our latest work.”
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