Shake’n It Up With A Powerful Ad For Parkinson’s Disease

Shake’n It Up With A Powerful Ad For Parkinson’s Disease
Mel Z
By Mel Z
SHARE
THIS



The ad focuses on the prevalence of Young Onset Parkinson’s (YOP) with real-life Parkinson’s disease patient Nikki Blackwood as the main face and voice of the ad.

Nikki, who is now 36 years old was diagnosed with Parkinson’s at 35.

YOP is a description given to people diagnosed under the age of 50.

With 100,000 people in Australia living with Parkinson’s and 20 per cent under 50, there are around 20,000 people diagnosed with YOP.

Fussy Films Ben Kumanovski said: “We wanted to break away from the popular belief that Parkinson’s is only an older person’s disease”.

The ad, which was filmed in a rustic warehouse set at Marrickville’s Sydney Props Studios, uses Rembrandt style lighting and an originally composed poignant piano score to evoke mood and emotion as the camera slowly reveals the owner of the soft, Scottish accent while she tells her personal story.

Kumanovski explains how a lot of thought went into the production design: “The atmosphere we’ve created conveys a larger part of the story.

“For example, the deteriorating warehouse is a symbol of the effect the neuro-disease is having on the nervous system, while the emptiness of the space represents the isolation many patients feel as they juggle their daily lives around what they can no longer physically do, and the perception outsiders have of them”.

But the ad doesn’t stop there.

After hearing Nikki’s story of struggle with the disease, viewers are then introduced to four other people also affected by Parkinson’s as a voiceover calls the audience to action.

Kumanovski explained: “We also wanted to debunk the stereotype that it was mainly men who are diagnosed with Parkinson’s disease, hence the range of women in the ad”.

Fussy Films produced the project pro-bono for the not-for-profit organisation as part of the production company’s plan to diversify their portfolio of work.

Kumanovski approached Shake It Up Australia Foundation in late 2018 after learning that every dollar that is donated to the organisation goes directly into Parkinson’s disease research with administration costs being paid for by the founding directors.

Kumanovski said: “I liked that the organisation put 100 per cent of funds raised back into Parkinson’s research.

“Parkinson’s is more common than most people think”.

He added: “Many of our crew who volunteered to be a part of the project had a relative or knew someone who is affected by the disease.

“I think knowing that the foundation puts 100 per cent of the funds they raise into research was a major motivator for so many professional and talented people to give up their time to work on this film”.

The ad will screen nationally throughout April via CSA airspace across free-to-air channels, outdoor media and radio (for which Fussy also produced a radio version of the ad).

Credits: 

Brand: Shake It Up Foundation Australia

Client: Vicki Miller

Production Company: Fussy Films

Producer/Director: Ben Kumanovski

DOP: Drew Bontoft

1AC: Ken Butti

Gaffer: Storm Ashwood

Best Boy: Aaron Ashwood

Grip: Richard Hoskins

Hair and Makeup Artist: Georgie Fox

Art Director: Melissa Kumanovski

Location Sound Recordist: Luke Stacey

Editor/Colourist: Ben Kumanovski

Music Composer: Paul Zulli

Post Production Sound: John Hresc

Male Voiceover by Abes Audio

Filmed at Sydney Props Studios

Conceptualised, written and produced by Ben Kumanovski for Shake It Up Australia Foundation.

Please login with linkedin to comment

Ben Kumanovski Fussy Films Shake it Up Shake It Up Australia Foundation

Latest News

WPP Q3 Revenues Fall 7.6% YOY
  • Advertising
  • Marketing
  • Media

WPP Q3 Revenues Fall 7.6% YOY

Work at WPP? Down to the last notch on your belt? Well, expect a little more tightening judging by these numbers.

Recommended

by B&T Magazine

B&T Magazine
Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R
  • Media

Inner Health’s Iconic Blue Bugs Are Back In New Brand Platform Via VMLY&R

Inner Health has revolutionised its famous blue bugs as part of a new brand platform launching this week.  Developed by VMLY&R, the new platform ‘Listen to your Gut’ re-introduces the bugs in a whole new environment.  VMLY&R Client Service Director Jo Millington said the new platform aimed to reposition Inner Health as an overall health […]

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen
  • Media

MINT Expands Technology Portfolio With The Addition Of Audio Brand Bang & Olufsen

Insight-led communications consultancy, The Mint Partners has expanded its technology portfolio with the addition of luxury audio lifestyle brand Bang & Olufsen. Founded in 1925 in Struer, Denmark, Bang & Olufsen has pushed the boundaries of audio technology for almost a century. The company continues to be at the forefront of acoustic innovation with its […]

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson
  • Campaigns

RAC Insurance Tells WA Locals “We See What You See” In New Spot Via Wunderman Thompson

WA car and home insurer, RAC has launched a new campaign to show locals that they understand the priceless relationship members have with their belongings. Created by Wunderman Thompson Perth, the campaign titled ‘We See What You See’ uses computer generated imagery (CGI) to depict the unique relationship a family has with their insured items – […]

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix
  • Campaigns

TPG Telecom Appoints Paper Moose As Creative Agency For New Brand Felix

Paper Moose has created a campaign for the recently announced carbon-neutral telco brand, felix, due to go to market towards the end of the year. This is the first work from Paper Moose since winning a competitive pitch for the new TPG Telecom brand. The teaser campaign raises awareness of the nearly 1 million tonnes […]