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Chalais, Switzerland
German Depression Aid Foundation - "Metro" by ACT Responsible Tributes 2024

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TitleMetro
BriefTo bring this concept to life, we show people who are clearly experiencing a sad moment. From a first glance, we feel the apathy, loneliness and sadness of the supposed protagonist. Only in the background, subtly, we discover the person who is actually suffering from depression, but seem fine under a mask of normality.Our image look is characterized by everyday situations in different locations. These snapshots are staged as authentically, simply and editorially as possible.The ad ran in publications of interest to our target audience, also with the support of out of home. It led to an increase in Google search for depression and our depression test.But most of all, it helped people to understand this serious illness, making them more able to deal with the problem, either themselves or a loved one.
Agency
Campaign At second glance.
Advertiser German Depression Aid Foundation
Brand German Depression Aid Foundation

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