Leon

APPLE’s campaign ‘Relax, it’s iPhone – R.I.P. Leon’, released in January to promote the iPhone 14, is winner of a Film Grand Prix for 2023, one of two awarded this year. The Grand Prix was awarded by a jury headed up by Bruno Bertelli, global CCO of Publicis Worldwide.

The ad focuses specifically on the phone’s ability to unsend and edit messages, employing its iOS 16. The 40-second spot begins with a shot of a pet lizard, Leon, who appears to have passed away. The lizard’s entrusted guardian messages the owner with the sad news. The message reads: “I messed up … Leon is dead.” Leon’s carer is devastated and, in the background, the slow chords of Alive by Hanni El Khatib accentuate his anxiety as he texts Leon’s owner with the fatal news.

The message sent — as the song picks up the rhythm — Leon suddenly comes back to life. Thanks to Apple’s new software, his carer is able to quickly unsend the message and return to looking after the pet.

The film closes with the line: “Relax, it’s iPhone.”

Produced by Biscuit Film LA for TBWA\Media Arts Lab

Los Angeles, it is directed by Andreas Nilsson, the talent behind the Old Spice ‘Hang On’ spot. Another film in the ‘Relax It’s iPhone’ campaign, iPhone 14 ‘Action Mode’, won Gold. The film focuses on the phone’s ultra-wide lens that can capture video with extraordinary stabilisation, as a mother runs to get a shot of her child in a running race. The commercial says: “Shaky camera… smooth video. Relax, it’s iPhone 14.”

Do we really know what suicidal looks like?

THE SECOND Film Grand Prix went to ‘The Last Photo’, a UK-wide campaign for the Campaign Against Living Miserably (CALM). People think they know what suicidal looks like: crying, anger, despair. If we don’t see those signs, we don’t intervene.

With 125 people in the UK taking their own lives each week, Campaign Against Living Miserably (CALM) and ITV, the UK’s largest commercial TV station, took on the task of highlighting the fact that a suicidal person won’t always be recognised as such.

Adam&eveDDB worked with the two organisations to create ‘The Last Photo’, a campaign that started a national conversation aiming to empower the UK to help prevent suicide. Those who are struggling with suicidal thoughts might in fact appear happy and successful. So CALM and adam&eveDDB installed an exhibition of photos of smiling people on the South Bank of the River Thames in London. After several days it was revealed that these were the last images taken of people who went on to die by suicide. The exhibition was accompanied by a 90-second TV commercial, which launched on ITV’s This Morning news and magazine programme. The spot features home-video footage that also shows seemingly happy people enjoying life, playing with children and making jokes, before it is revealed at the end that soon after the imagery was shot, they died by suicide. A broader integrated campaign also appeared in print and social, with CALM’s ambassadors, brands and partners delivering wider content.

Emergency Call Campaign Wins Grand Prix For Cheil

‘KNOCK Knock’, the Korean National Police Agency’s campaign to help victims of domestic violence, has won the Grand Prix in the Glass: The Lion for Change category. Created by Cheil Worldwide, Seoul, this “silent emergency call” was inspired by Morse code and designed to offer people trapped in situations in which they cannot speak out loud to communicate with the police. Victims of domestic violence, dating violence and child abuse are often in the same space as the perpetrator and so cannot openly call for help – a situation that worsened as a result of the TURN TO PAGE 3

EMERGENCY CALL CAMPAIGN WINS GRAND PRIX FOR CHEIL, CONTD.

restrictions imposed by the COVID pandemic. The system, which was introduced to 4,800 police call handlers across South Korea, means that callers to emergency line 112 can tap any number on their phone keypad twice to trigger a link being sent to them. This link allows the police to track the caller’s location and even monitor them via the phone camera. Callers can also communicate with the police via an interface disguised as a Google search page, to avoid arousing suspicion.

“Through the ‘Knock Knock’ campaign, we hope our silent 112 police emergency call system becomes a sustainable solution in which any citizen in danger can reach out to, and any police officer can quickly respond to,” a Korean National Police Agency (KNPA) official has been reported as saying.

Cheil Worldwide worked closely with the KNPA to refine the service after feedback from 112 situation rooms.

The initiative launched via the Korean government’s official blog and YouTube channel, and widely publicised through OOH media. After the campaign launch, a total of 5,749 links were dispatched to people in emergency situations. This is Cheil Worldwide’s second collaboration with the KNPA, the first being a 2020 campaign to find long-term missing children.

The Glass Lion jury was led by Tea Uglow, creative director at Google APAC.