Cummins&Partners win at D&AD with Stop The Horror campaign.
Cummins&Partners is proud to have been awarded three D&AD Pencils for Stop The Horror, in what’s widely regarded as the toughest award show of them all. The D&AD Professional Awards are recognised globally as the ultimate creative accolade, entered and attended by the best from around the world.
The campaign received a Wood Pencil for Interactive Film Advertising, a Yellow Pencil for Direction for Film Advertising and another Yellow Pencil for Casting for Film Advertising.
It is further recognition for a campaign that, together with our partners at Go Gentle Australia, History Will Be Kind and Revolver/Will O’Rourke, helped us create the Voluntary Assisted Dying law in Victoria that will ultimately benefit all Australians.
The campaign centered around a horror film directed by acclaimed director Justin Kurzel (Snowtown, Assassin’s Creed). It allowed people to witness the true story of the grim last days of terminally ill patient, Greg Sims. His story told with brutal, gut-wrenching honesty. The intense moments of pain, emotional turmoil, despair and, at times, endless waiting, all laid bare.
As viewers saw these terrible events unfold, they were offered the opportunity to ‘stop the horror’ at any time, thanks to a bespoke digital video player. When a viewer pressed the ‘stop’ button that sat on screen throughout the film, they were immediately taken to a webpage asking them to really stop the horror, by supporting the law that would be voted on in the Victorian Parliament.