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

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity
  • Advertising
  • Marketing
  • Media

“We’re In Big-Bang Readiness”: Flight Centre To Ramp Up Media Buying Activity

Flight Centre Travel Group is anticipating some of its biggest years of growth as Australia’s vaccination rollout gains momentum, travel restrictions ease and international borders start re-opening. With travel industry leaders forecasting unprecedented demand for both domestic and international travel as the world moves into a phase of post-COVID management, Flight Centre Australia general manager […]

Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]

Herd MSL Announces Foxtel Account Win
  • Advertising
  • Marketing

Herd MSL Announces Foxtel Account Win

Comms agency Herd MSL announces Foxtel win. Forgoes office party poppers on account of the new $1300 Dyson cordless vac.

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution
  • Technology

DoubleVerify Launches Enhancements To Brand Safety And Suitability Solution

DoubleVerify has today announced enhancements to its brand safety and suitability solution that include the introduction of DV’s Brand Safety Floor as a turnkey option, extending Brand Suitability Tiers on YouTube, and more. Available to both advertisers and publishers since January 2021, Brand Suitability Tiers allow brands to align suitability settings with their own unique standards, […]

Aimee Buchanan Lands GroupM CEO Job
  • Media

Aimee Buchanan Lands GroupM CEO Job

Aimee Buchanan quits OMD to take up GroupM CEO role. Leaving gift ideas include mounted moose head & ALDI traffic cones.

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’
  • Marketing

Retired Marketing Man Andrew Piccoli Speaks About His Children’s Book ‘Dexter The Dahu’

Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]