Guess the Mental Health Condition in Channel 4's Diversity Award-Winning Ads

Celebrities and Employees Appear in Ads by Adam&Eve/DDB for Lloyds Bank

By Alexandra Jardine. Published on Feb 01, 2018

Editor's Pick

Lloyds Bank highlights mental health issues and people's lack of awareness around them in a campaign that won the U.K.'s Channel 4 Diversity in Advertising award.

The campaign was devised by Adam&Eve/DDB and features celebrities, ordinary people and Lloyds employees playing a version of the party guessing game "Who am I?" but with different mental health conditions, such as anorexia, stress, depression anxiety and bipolar disorder, writen on the sticky notes on their foreheads. Personalities including rapper Professor Green, political spin-doctor Alastair Campbell and TV presenters Rachel Riley and Alex Brooker appear in some of the spots, which were directed by Outsider's Max Fisher.

Their aim is to explore the common misconceptions about living with a non-visible disability. Mat Goff, CEO at Adam&Eve/DDB, says in a statement: "The hidden nature of some of these mental health problems mean that they are not talked about as much as they should be, and people often don't know how to start the conversation. This campaign, thanks to the commitment of Channel 4 and Lloyds Bank and all the people brave enough to speak up in it, will help start thousands of conversations at home and at work that otherwise might not have happened."

As the award winner, Lloyds Bank will receive one million pounds worth of advertising airtime on Channel 4. The competition invited entrants to put forward creative ideas featuring non-visible disabilities. In 2016 the winner was Maltesers, which created a series of humorous ads around disabled people and their experiences.

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Feb 01, 2018
Adam & Eve/DDB London
Lloyds Bank
Managing Director for Brands & Marketing:
Catherine Kehoe
Head of Marketing Communications:
Jean Reddan
Senior Manager for Brand and Marketing:
Catherine Deas
Group Chief Creative Officer:
Ben Priest
Chief Creative Officer:
Richard Brim
Global Chief Strategic Officer:
David Golding
Mat Goff
Creative Director:
James Gilham
Creative Director:
Graham Cappi
TV Producer:
Celestine Hall
Business Director:
Charlotte Wolfenden
Account Director:
Fay Taylor
Account Manager:
Verity Evans
Account Execs:
Rachel Pinfield
Account Execs:
Rosa Aaronovitch
Planning Director:
Ben Worden
Senior Planner:
Gail Anderson-Brown
Media Agency:
Greenhouse (MEC)
Media Planner:
Divine Noeli
Media Planner:
Jonathan Hill
Production Company:
Max Fisher
Joseph Taussig
Camera Operator:
Carl Burke
Director of Photography:
Carl Burke
Camera Operator:
James Rhodes
Director of Photography:
James Rhodes
Editing Company:
Rebecca Luff
Post Production:
The Mill
Post Producer:
Kirsty Ratcliffe
Audio Post Production:
Recording Engineer:
Mark Hills
Music Track Title:
Music Track Composer:
Samuel Karl Bohn
Edward Hoyland
Bacchus Creative Entertainment LLP

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