The Brief
An infected wound? Earache? Routine surgery? Antibiotics have got it covered. But bacteria are rapidly learning to resist antibiotics.
This is called Antimicrobial Resistance, or AMR. It’s already a leading cause of death worldwide and it’s getting closer to home every day. Time is running out.
Due to a lack of investment in research, we haven’t discovered a new class of antibiotics for almost 40 years.
The&Partnership and INEOS envisioned bringing their attention-grabbing idea to life. The goal was to create a photorealistic exploding aubergine, complemented by a seductive voiceover, to draw attention to the importance of AMR research and encourage UK citizens to sign a petition.
The Process
Credits
Production
Client
Ineos Oxford Institute
Head Of Marketing + Innovation
Caroline Reynolds
Agency
The&Partnership
Art Director
Carl Storey
Copy Writer
Tom Sillars
Creative Director
Sam Willard
Senior Producer
Sam Ramsey
Genero
Client Director UK & Europe
Carolyn Andrew
Wondermerk
Creative Director
Colin O’Mara Davis
Production
Jess Lupton
Animation Lead
Ray Brown
Model and Texture Artist
Rosannah Galbraith
Voice over
Arazou at Yakety Yak
Mix and Master
Jo Darling at Earworm
