INEOS OXFORD INSTITUTE AMR

An eye-catching PSA

The Brief

An infected wound? Earache? Routine surgery? Antibiotics have got it covered. But bacteria are rapidly learning to resist antibiotics.

Client: INEOS Oxford Institute
Agency: The&Partnership via Genero

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