United Brain Association
Art Direction & Photography
INSIGHT
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THE DILEMMA
Generate awareness for UBA while establishing the organization as the singular centre of support when it comes to the domain of mental and brain health. We’re effectively competing with all other charities for our audience’s limited attention and money, so it’s vital that we convey our unique brand position in a simple and compelling way.
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THE PERFECT SITUATION
Create recognition that the United Brain Association is the umbrella under which all matters of the brain are important.
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THE CAMPAIGN IDEA
A series of spots and artworks revolve around (and reference) a global and award-winning ad campaign (‘This is your Brain’). We lean on this campaign and its simple idea but resolve it in ways that help us get the three main points that need addressing: Education, support, and funding.
TV Idea
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We Are Of One Mind
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Video: We see a man in the kitchen looking at the camera. Cut to his hand holding an egg held by his fingertips Voice Actor: This Is Your Brain.
Video: We see the hand gently placing the egg in a carton tray (egg holder) among other eggs.
Voice Actor: This is where everything about the brain, its associated mental health, and neurological problems, can be found.
Video: The camera slowly zooms out and shows dozens of different shades of color and sizes of other eggs in their carton trays. Various successive cuts show close-up shots where the hand carefully places other eggs of different sizes and color shades inside carton trays.
Voice Actor: We are the only organization with up-to-date information about Mental Health caregiving and self-care based on the latest scientific research. We empower individuals to support each other and reassure them they’re not alone. We find the funds to accelerate progress on innovative Brain Health treatments for all neurological and physiological Brain Disorders.
Video: We see a hand that gently closes the lid of the egg tray to show our logo printed on top Voice Actor: We are United Brain Association. All about brain diseases united under one roof.
Video: Cut to a medium shot of the man Voice Actor: Any questions?
Video: Animated transition from printed logo to the logo with web address under it (on white background) Voice Actor: Visit UB today and find out what you can do for yourself or your loved ones.
Video: Web address animates and flips to show our campaign slogan under ‘United Brain Association’ > We Are Of One Mind