Media: TV
Category: Other
Client: Police Now
Agency: Grey London
Production: Town Productions
Country: United Kingdom
Director: Joseph Ernst
Chief Creative Officer: Caroline Pay
Creative team: Jesse Little
Creative team: Terry O’Neil
Creative team: Joseph Arnold
Creative team: Nathan Holley
Creative team: Georgia Horrocks
Creative team: Mathew Kennedy
Producer: livia Chalk
Producer: Leanne Esposito
Producer: Katy Sur
Producer: Beth Sykes
Producer: Glen Mcleod
Producer: Dee Meaden
Executive Producer: olivia chalk
DoP: Oliver Schofield
Planners: Olivia Chalk, Leanne Esposito, Katy Sur, Beth Sykes, Glen Mcleod
Account Management: Olivia Browne, Sophie Fredheim, Eldar Chen, Johno Fagan
Designers: Stuart Leung, John-Paul Racle, Tyrone Zall, Simon Kinslow, Kit Suman, Ben Alderman, Stefan Klasener
Creative Partners: Group M, Hill+Knowlton Strategies, Cohn & Wolfe, PSB
PR Manager: Luke Pearson, Ben Bailey
Editor: Michele Difrancesco
Audio Post Production: Town Productions
Post Production Company: Town Productions/ GPS
Synopsis:
Grey London has teamed up with Police Now to bring together businesses and charities including CALM, London First, the National Literacy Trust, the British Transport Police, Westfield, Facebook, Next, VICE, UNILAD, Mulberry Schools Trust and CBI to launch Take:90. The campaign aims to help reduce acts of aggression and impulsive violence caused by anger in everyday situations such as evenings out, in the workplace, on the commute or online. Grey London’s strategy is based on scientific evidence showing that it takes just 90 seconds for the neurotransmitters that cause anger to flush out of our systems. Through 90-second content including films, a meditation, long copy ads and 90 new angry-to-calm emoticons, the aim of Take:90 is to make ‘taking 90’ part of our everyday vocabulary just as the term ‘designated driver’ helped to prevent drink driving.