We were commissioned by Air Ambulance: Kent, Surrey, Sussex (AAKSS), to produce a TV campaign, to raise the charity’s profile regionally.
The brief was to create a campaign which would generate a direct response to encourage viewers to reach for their phones and donate to the life-saving service.
AAKSS operates 24 hours a day 365 days a year and relies entirely on charitable donations. The TV campaign had to be emotive, to encourage viewers to part with their hard-earned money.
“To look up” was identified as the most common reaction when helicopter flies overhead, so we used this feedback to turn an everyday reaction into a thought-provoking statement. Filmed in the picturesque Saddleworth and Surrey, we secured footage of residents stopping in their tracks to look at the helicopter above. All the scenes culminate to a dramatic reveal of the brand, showcasing an AAKSS helicopter.
Adopting a cinematic and nuanced approach with the campaign visuals, which highlighted the vital care that AAKSS provides to residents.
The commercial will be supported by a series of still images for use across the brands social media and out-of-home advertising to enhance the visibility of the campaign.
Rhiannon Lewis – Producer at The Gate
“We had to strike a balance between the drama of a helicopter arrival and the great vital work of AAKSS via this campaign. We believe the result will at once grip audiences whilst also conveying the importance of AAKSS.”
David Welch – CEO of AAKSS
“AAKSS is a critical service within our community and we wanted our new campaign to reflect this. I believe the campaign will be a great success, and every donation we receive will be truly valued.”
Director - Graeme Hill
Producer - Josh Boswell
Producer - Lucy Dawson
Production Manager - Lindsay Cowan
Production Assistant - Ben Bradley
Director of Photography - Robert Beck
Stills Assistant - Ric Lowe
Makeup - Katie Smith
Editor - Graeme Hill
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