Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Unmute' by Cummins & Partners and Glue Society

Facebook videos revealed mens' inner turmoil in this campaign for the Movember Foundation—but only when unmuted.

2018 Cannes contenders: 'Unmute' by Cummins & Partners and Glue Society
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: Unmute
Agency: Cummins & Partners and Glue Society Melbourne
Client: Movember Foundation

Nominated by:

Dan Saunders, ECD, Redengine:

This powerful and timely campaign launched by the Movember Foundation brings much needs attention to world suicide day through a series of films disguised as “How Too” videos. The aim is to help men to open up about how they feel; and not to hide their emotions away.

As the films start playing, we assume that they are standard “How Too” films, such as how to fix a bicycle tyre. However, it is only when we un-mute the content that we hear a very different narrative. These men are actually telling us that they are struggling, and that everything is not okay. Brilliant concept, thought provoking, and a fresh approach to a very real problem. 

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