The first major nationwide campaign from Arthritis Research UK aims to reveal the wider impact of arthritis on society.
A TV and cinema ad by M&C Saatchi London tells the story of Ray, a young man trying to rebuild his life after prison who struggles with the condition after getting a job at a shoe repair shop. The print and outdoor campaign shows large, deserted places that are typically full of people, combined with headlines that convey there is no-one who isn’t touched by arthritis. The TV film was created by Darren Keff and Phillip Meyler and directed by Ben Liam Jones through Strangelove. Harry Osborne and Sam Sword were the creative team behind the press and outdoor work.