Ad Nut
Oct 17, 2016

This couple's 'routine' is difficult to watch

From the UK: 'Break the routine' uses dance to point out that domestic abuse often goes on for far too long.

If a stylized interpretation of domestic violence is this painful to watch, imagine being a real-world victim. Now imagine it continuing not for three minutes but for two years.

As this film points out, that's the average length of time high-risk victims live with abuse before getting specialist help. 

J. Walter Thompson London, with LA’s Biscuit Filmworks, made the film for the UK's National Centre for Domestic Violence and independent charity Victim Support. A live performance of the dance took place last week in London, with victim-support trainees.  

The video features exclusive music by Ellie Goulding. 

CREDITS

Executive Creative Director: Russell Ramsey
Creative Director:  Adam Collins
TV Producer:  Charlotte Jude
Dancers: Jennifer White and Jason Kittelberger
Choreographer: Sidi Larbi Cherkaoui
Director: Noam Murro
Director of Photography: Ed Wild
Production Company: Biscuit Filmworks
Production Company Producer: Charlotte Woodhead
Editor: Stewart Reeves at Work
Post Production: Electric Theatre Collective LA
Sound:  Sam Ashwell at 750mph
Biscuit Managing Director: Shawn Lacy
Executive Producer: Orlando Wood

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

Need more ads? Visit Ad Nut's colleagues: Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East

 

Source:
Campaign Asia

Related Articles

Just Published

40 minutes ago

Happy holidays from team Campaign!

As the Campaign Asia-Pacific editorial team takes a holiday bulletin break until January 6th, we bid farewell to 2024 with a poetic roundup of the year's defining marketing moments—from rebrands that rocked to cultural waves that soared.

1 hour ago

Year in review: Biggest brand fails of 2024

From Apple’s cultural misstep to Bumble’s billboard backlash and Jaguar’s controversial rebrand, here’s Campaign’s take on the brands that tripped up in 2024, offering lessons in creativity, cultural awareness, and the ever-tricky art of reading the room.

3 hours ago

Former GroupM China executives to face Shanghai ...

EXCLUSIVE: The trio will appear before Shanghai's Intermediate Court next week, marking the latest chapter in the bribery scandal that rocked WPP's GroupM China in October last year.

5 hours ago

Merlee Jayme launches Jayme Headquarters, a ...

Following the success of The Misfits Camp, Jayme's new venture is supported by a seasoned leadership team. Philippines-based professor Sam Alapan will now head The Misfits Camp.