Elder "Humans grow roots too" by Love or Fear

Care agency Elder has launched a stop-motion animation made of wool to showcase its services for older people.

The ad shows the "roots" of older people, such as their routines and community ties which they have developed through the years. A voiceover details that Elder matches live-in carers to those in need of care in order to cater to these roots.

The work (which launched on Boxing Day) was created by Dave Dye and directed by Andrea Love through Curate Films. Media is handled by Running Total Media.