CALM’s “The Last Photo” has been our most awarded piece of work ever and – following wins at The One Show, the Clios, D&AD and a host of UK shows – it stormed the Croisette to become one of the biggest winners at the Cannes Festival of Creativity.
Not only did it pick up a Silver Lions in the PR awards, it scooped Golds across the Health category, in Film (where it also won the Grand Prix) and for OOH.
The campaign was an integrated piece of work that brought together teams from a host of agencies – including the7Stars and adam&eveDDB (who were also its originators).
An exhibition of smiling faces was set up on London’s South Bank for two days before it was revealed – live on This Morning – that each of the photos was of someone who later went on to take their own life. It was all intended to demonstrate that suicide doesn’t always look suicidal.
A remarkable campaign made by some remarkable people. We wrote a little piece here about what it feels like to win a crop of gongs for the work and who the real heroes of the campaign are. We think it’s worth a read.