Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Stop the horror' by Cummins & Partners

An uncompromising argument for assisted-dying legislation.

2018 Cannes contenders: 'Stop the horror' by Cummins & Partners
We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.

Contender: Stop the horror
Agency: Cummins&Partners, Sydney
Client: Go Gentle Australia

Nominated by:

Rob Martin Murphy, ECD, Ikon:

Powerful. Confronting. This film, created to help the Voluntary Assisted Dying law pass through the Victorian state parliament, is hard to watch. Hard not to give it metal either. 

Toby Talbot, chief creative officer, Saatchi & Saatchi New Zealand: 

I’d bet my house on Cummins & Partners ‘Stop the Torture’ for Go Gentle Australia. I chaired the TV jury at AWARD a few months back. This idea reduced some of my hardened jury to tears. To see acted out in such visceral detail how a sufferer of brain cancer’s life plays out in such an appallingly undignified way is something that will stay with me forever. It’s not often you can say that about an ad.

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