I guess this is NSFW, sort of? For National Endangered Species Day the Quick Response Fund for Nature (QRFN) has
To announce the opening of an IKEA on Oxford Street the company focused its OOH campaign on the iconic bag.
Show the product! They listened to the creative brief. The campaign features a film directed by Danish filmmaker Martin Werner,
FamousGrey has created ‘Shortest Lives’ together with non-profit organization Berrefonds and the University Hospital of Ghent. It's a new way to offer comfort to parents of stillborn babies, who often find it very difficult and lonely to grieve the loss.
It's an audiovisual reproduction of their babies' heartbeat. I love the actual look of this, as it looks like a bit of life in outer space. I remember when my daughter was lifted up to be I made eye contact with her saucer-sized pupils, and I thought I saw entire galaxies in her eyes. Universes of potential and possibilities. So the visual execution here hits home, hard.
“Shortest Lives provides remembrance in a different way. We often talk about visible and tangible things, but a heartbeat, it’s a sound, you can hear the activity. It’s something which expresses more life than a picture ever could.”
-Dr. E. Roets - Head of the Obstetrics Department at the University Hospital of Ghent
Parents can submit an application online on www.shortestlives.com. You can also learn more about the project through the ‘Koesterkoffer’ of Berrefonds. A Koesterkoffer is a suitcase containing all sorts of carefully chosen items that support parents in saying goodbye in a beautiful way. This is an established feature in all Flemish hospitals.
Below is a case study of sorts that was only released in French and Flemish, so I'll translate what is said to the best of my ability:
"Hearing the heartbeat for the first time, that was, well yes... Only then do you actually realize that you are getting older, right?"
We also immediately said, "If it's a girl it's this name, and if it's a boy it's that name.
That baby is already there, if it is in your belly, it is already there."
"My pregnancy went fine. I was still going to the movies with friends in the evenings."
"A heartbeat is something powerful and it effectively confirms that there is life"
These couples then share their moment of loss.
"The silence was really deafening. And then the fact that nobody in that room said it back then, that was, yeah, that was really absurd."
They are then shown their babies' heartbeats, and I swear, I have no idea how they keep it together so well. I'd be a bawling puddle. That would be a very tangible way to grieve properly, to realize it wasn't just a terrible nightmare. That baby was actually there for a moment. And it is ok to grieve them.
Account Executive: Silke Galle
Strategic planner: Yarne de Schrijver
Creative planner: Kirsten Vanderbeke
Motion design: Sacha Lempereur
Design: Uncle Grey
Designers: Christian Rahn,
COO: Charlotte Porsager
Strategic Director: Lars Samuelsen
Developer: Arno Vanbiesen
Experience Director: Maarten Breda
RTV Producer: Myriam Maes
DOP: Gilles Desplanque
Offline editor: Sven Vanhee
Sound: Mathieu Savenay
Post-production: FamousGrey Productions
Editor: Sven Vanhee, Gilles Desplanque
PR agency: Famous Relations
PR contact: Astrid Jacobs, Zoë Cnaepkens, Eva van Riet
