CALM's Project 84 with Will Grundy of Adam & Eve DDB
Project 84 existed only because the agency's first effort didn’t work. Will talks about this and the fascinating back story that led to one of the most profound images and campaigns in recent years. Will explains how briefing creatives for an image, not an idea, transformed how the U.K. treats male suicide. Project 84 proved that a single image can be worth a thousand ads.
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After the disappointment of the first campaign (Notes), it was these two images that inspired what we now know as Project 84. It was the recognition that a haunting, single image can move a nation.
