Matthew Page
Matthew Page
Copywriter at CumminsNitro
Sydney, Australia
TitleSaboteur
Agency
Campaign Saboteur
Advertiser MS Society of Australia
Brand MS Australia
Product Multiple Sclerosis
Tagline Your body becomes your worst enemy.
Story

In the ad we see a woman break into a home and rig up a series of malicious traps. Thumb tacks are hidden in the carpet, keyboard keys are switched around, a tripwire is set at the top of the stairs and so on. It's not until the conclusion that we discover why.

Philosophy

We wanted to give people some understanding of the insidious and unpredictable nature of the disease. The solution was to demonstrate that when you have MS, your body becomes your worst enemy.

Problem <p>Most people don’t know how Multiple Sclerosis affects sufferers. It can cause anything from disorientation, to loss of balance and co-ordination, blackouts, blurred vision, pins and needles, hot/cold sensory confusion, paralysis and more.</p>
Media Type Television & Cinema
Length
Art Director
Account Director
Sound Design Company
Copywriter
Creative Director
Agency Producer
Editor
Account Director
Director
Producer

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