Last week we were delighted to discover that a recent client campaign we provided images for was the recipient of a number of awards and much adulation at the PM Society Awards 2014. The ‘Every bite is a Hazard’ campaign by Havas Life Medicom walked away with 5 awards on the night – 3 gold awards, 1 silver award and 1 bronze award. With the golds being awarded for – Craft Award for Advertisement Campaign, Craft Award for Primary Care Advertisement, Craft Award for Primary Care Campaign.
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This was a fantastic project to work on with such simplicity in the design there was a keen focus on the photography and every detail mattered as there was certainly nowhere to hide. Working with a great creative team, from pre-production through to the project’s end, who provided great direction but enough freedom for us to add our own thoughts and push the concept as far as possible.
So a little more about the project and the thoughts that motivated it, the Creative Director on the project Dimitri Challouma writes –
” “What is dysphagia?”, I hear you ask.
A quick reference to the Oxford dictionary states:
“Difficulty or discomfort in swallowing, as a symptom of disease”.
Difficulty eating and swallowing food can have a significant impact on someone’s life. As the definition suggests, the fact that it is a symptom of a disease is why it is often overlooked, brushed aside or misdiagnosed. Unfortunately, the dictionary definition doesn’t actually portray the seriousness, to the point where it misses the important detail of death as a very real consequence of this nasty disorder.[…]
[…]Over the past few months, the creative team has collectively produced a dysphagia awareness campaign, which truly taps into the psyche and shows what food actually looks like through the eyes of a dysphagia sufferer. ” (His full write up can be found here)
Subtlety was a key factor of consideration within the project it would have been very easy for the images to look over the top, so it was with great care that the right balance between food and props was selected. As the first impression had to convey the idea of great food and drink before the props we added revealed themselves and the hidden dangers of this food became apparent. This was all carefully considered from pre-production all the way through to the end of the project, with the careful selection of props during pre-production, to ensure that on the shoot we had exactly what we needed to blend in with the types of food we were going to be working with.
We’re all very proud to have worked on this project and to see it receiving such praise, many congratulations to Dimitri and the rest of the team at Havas Life Medicom.