Digital
The Last Photo
CALM · 2022
- Agency
- adam&eveDDB
- Campaign
- The Last Photo
Analysis
CALM uses ordinary family footage to challenge assumptions about suicide. The campaign won D&AD Yellow Pencils and a Cannes Film Grand Prix.
Home videoDelayed context
Why it worked
The parent and child initially suggest a familiar happy memory. The campaign's later context changes how viewers read that same moment.
Lesson
Let a true image challenge an audience assumption.