CALM x ITV - The Last Photo (case study) Film Grand Prix at the Cannes Lions 2023

People think they know what ‘suicidal’ looks like: crying, anger, despair. In the absence of these signs, nobody intervenes. With 125 people taking their own lives each week, long-term partners Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, urgently needed to highlight the fact that ‘suicidal’ doesn’t always manifest the way people expect.

So on the happiest day of the year, adam&eveDDB worked with them to created The Last Photo, a hard-hitting campaign that started a vital national conversation and empowered the UK to help prevent suicide.

‘The Last Photo’, a new kind of national campaign for CALM (Campaign Against Living Miserably), by not only raising awareness of a misunderstood aspect of suicidal behaviour, but also equipping the nation to help prevent suicide, even when the so-called ‘signs’ are invisible.

AWARDS
Cannes Lions 2023
- Film Grand Prix
- Shortlist in the Titanium category
- 1 Gold, 1 Silver, 1 Bronze in Brand Experience & Activation
- 1 Gold, 1 Silver, 1 Bronze in Health & Wellness
- 2 Gold in Outdoor
- 1 Silver in PR
- 1 Bronze in Media
- Most awarded campaign at the Cannes Lions 2023

D&AD 2023
- Yellow Pencil in Film
- Yellow Pencil in Media
- Yellow Pencil in Press & Outdoor
- Graphite Pencil in Experiential
- Graphite Pencil in Integrated
- Graphite Pencil in Integrated
- Graphite Pencil in PR
- Wood Pencil in Film
- Wood Pencil in Press & Outdoor
- Wood Pencil in Direction
- Wood Pencil in Impact

CREDITS
Client: CALM (Campaign Against Living Miserably) and ITV.
Creative Agency: adam&eveDDB
Project: The Last Photo
Chief Creative Officer: Richard Brim
Executive Creative Directors: Ant Nelson and Mike Sutherland
Campaign Creative Team: Andy Clough and Richard McGrann
Head of Production: Ben Sharpe and Jack Bayley
Integrated Agency producer: Amy Simmons
Integrated Assistant Producers: Richard Bailey, Scarlett Rudd
Designer: Scott Silvey
Project Manager: Rasha Noronha
Head of Planning: Will Grundy
Senior Planner: James MacAskill
CEO: Tammy Einav
PR: Jemima Monies, Rachel Geraghty, Shehneal Dhaliwal
Business Director: Louis Lunts
Account Director: Rosie Snowball
Account Manager: Lily Barber
Account Executive: Freddie Reeve
Legal: Trine Odin, Tom Campbell

Clients
Chief Executive Officer: Simon Gunning
Chief Marketing Officer: Matthew Jennings
Head of Brand and Marketing: Dipika Saggi
Creative Operations Manager: Sarah McGuire
Creative Director: Danny Wright
Service Operations & Research Manager: James Purnell
PR Manager: Shervin Behzadi
Performance Marketing Manager: Aimee Morrison
Ambassador Lead: Harvey Aspell
Communications Officer – Social & Content: Emma O’Sullivan
Art Director: Sam Quinton
Graphic Designer: Tom Allison
Graphic Designer: George Lee
Brand & Campaigns Manager: Chloe Grass-Orkin
Supporter Operations Manager: Sarah Bodenham
Senior Events Manager: Alicia Mackay

TV Production
Director: Max Fisher
DoP: Jim Joliffe
Production: Cain & Abel
Executive Producer: Carmen De Witt
Assistant Producer: Jake Parker
Graphic/Print Production: Gareth Evans
Sound Engineer – Parv Thind, Wave
Sound Engineer – Jeff Smith, Wave
Sound Producer – Beth Tomblin, Wave
Editor: James Rosen c/o Final Cut
Colourist: James Bamford c/o Rascal
Colour Producer: Jai Mhach Durban c/o Rascal
Post: James Ireland c/o Cain & Abel
Motion Graphics: Ed Christie c/o Cain & Abel
Photography Researcher: Sunnah Khan
Research Production: Tim Katz c/o Knucklehead
Film Researchers: Josie Cole & Rebecca Lloyd-Evans c/o Six Minutes
Music Supervisor: James Radford c/o Radford Music
Music Track: “Bring Me Sunshine” performed by Beth McCarthy
Musi Produced By: James Radford, Morgan Pochin, Ben Robbins
Music Publisher: Chester Music T/A Campbell Connelly & Co

Exhibition Production
Managing Director: Simon Vaughan c/o Creative Giants
Design Director: Ben Kearns
Event Manager: Victoria Dobrowolska
Producer: Charlotte March
Designer: Alicia Montero
Admin: Patrycja Plociennik
Project Assistant: Sam Williams
Fabrication and Install: Standard8
Location Services: Coinstreet
Retoucher: Georgia Plomer, Jon Webb, Gemma Lawton c/o King henry

Adaptation Production and Supply
Artwork: Dave Callow c/o King Henry
Artwork: Sam Harris c/o King Henry

PR
Account Director: Olivia Sweeting (Persuasion Communications)
Director: Don Ferguson (Hope&Glory PR)
Associate Director: Nicola Burton (Hope&Glory PR)

Media
Head of Strategy: Chris Gilfoy
Strategy Director: Ben Edwards
Commercial Director: Marc Bignell

Website / Digital Team
Digital designer: Mauricio Brandt (C&A), Sam Butler (C&A)
Creative Technology Director: Hash Milhan (C&A)
Digital Producer: Matthew Walker (C&A)
Front End Developer: Jack Christian
Technical QA: Mark Sadler