Multiple Sclerosis Society of WA launches confronting work via The Brand Agency, Perth

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MS_Trapped_BLOG.jpgAustralia – The Brand Agency, Perth has launched a provocative new campaign for the Multiple Sclerosis Society of Western Australia.

Led by a six-month TV and cinema schedule, ‘Trapped’ aims to raise awareness and understanding about MS. It affects the central nervous system and is known as ‘the silent condition’ because as it progresses, people can’t express what they’re thinking and feeling.

The campaign depicts the disturbing sensation of a woman trapped inside a box, where no-one can hear her desperate cries for help. We then see that this once healthy woman is now confined to a wheel chair.

The commercial was written and created by The Brand Agency’s creative director, Craig Buchanan and art director, David Donald. Perry Westwood from Exit Films directed the spot, with sound design by Nylon Studios.

Says Buchanan: “We spoke to a number of people with multiple sclerosis to get a better understanding of the issues that they’re dealing with every day and the common theme that came through was them feeling trapped in their own body.

“It is a confronting campaign but MS is debilitating and if we were to produce something that showed someone with MS living a relatively normal life, it would be a lie. We want people to understand how serious MS is and why it’s important to find the cause and cure.”

The campaign is supported by a campaign web site, www.escapeMS.org.au where people can find out more about the condition, donate or lend their support by sharing the message.

Creative Director – Craig Buchanan

Art Director – David Donald

Agency Producer – Gemma Kay

Account Director – Emma Kerman

Strategic Planning – Paul Yole

Digital lead – Mandy Michael

Director – Perry Westwood, Exit Films

Producer – Craig Sloane, Exit Films

Sound Design – Nylon Studios

Editor – Dan Lee, The Editors

Colourist – Ben Eagelton