ADVERTISING

Monte Nido

Hidden

Agency: Arnold Worldwide

"Hidden" :60

Description

Monte Nido, one of the largest and leading eating disorder treatment providers in the country, has partnered with Arnold Worldwide to launch a powerful new campaign highlighting the common behaviors of those quietly suffering from an eating disorder. The goal is to help them feel seen and inspire them to seek help from an organization that truly understands them.

Eating disorders are a growing, deadly epidemic, yet most cases go unnoticed and untreated because many people suffering are hiding in plain sight. People with all forms of eating disorders, whether knowingly or not, have similar behaviors and habits surrounding a common theme: hiding. From concealing their bodies to hiding food wrappers, they keep parts of themselves hidden from those around them.

The centerpiece of the campaign is a :60 hero film, “Hidden,” that leans into specific behaviors of those suffering from anorexia nervosa, bulimia nervosa, and binge eating disorder. The film begins with a child counting, a misdirect that leads the viewer to believe this is a simple game of hide and seek. As the scenes unfold, the larger picture reveals individuals struggling with eating disorders through hiding behaviors, showing how taxing the disorders can be on them physically and emotionally.

In addition to the hero, three :30 spots will each focus on a specific eating disorder (anorexia, bulimia, binge eating disorder). The films end with the message: “Millions of people are hiding an eating disorder everyday. At Monte Nido, we're ready to help.”

The new campaign marks Arnold’s first work for the organization and is also Monte Nido’s first national campaign. The campaign will come to life online through video, social, and digital display as well as offline at industry events.

This professional campaign titled 'Hidden' was published in United States in June, 2024. It was created for the brand: Monte Nido, by ad agency: Arnold Worldwide. This Film medium campaign is related to the Health industry and contains 1 media asset. It was submitted 8 days ago by Founder: Kristen Bryan of KBPR.

Credits

Client: Monte Nido
Chief Executive Officer: Cassie McLean, MPA
Chief Clinical Officer: Melissa Spann, PhD, MBA, CEDS-C
Chief Medical Officer: Molly Perlman, MD, MPH, CEDS-C
Chief Marketing Officer: Anthony Modano
Head of Marketing Operations: Nicole Bazzinotti
Director of Marketing & Communications: Katrine Strickland
Brand Strategy: Lanna Tokuhiro

Agency: Arnold Worldwide
Chief Creative Officer: Sean McBride
Chief Client Officer: Val Bettini
Associate Creative Director: Diana Friedman
Copywriter: Aubrey Estes
SVP, Head of Production: Paul Shannon
Producer: Kara Canole
Senior Marketing Manager: Erica Gagnon
Senior Project Manager: Emma Mester
Strategy Director: Lucia Corso
SVP, Head of Business Affairs: Lisa Belden
Director of Business Affairs: Elyssa Ahern
Business Affairs Associate: Leo Do

Production Company: Objects and Animal
Haya Waseem - Director (Object & Animal)
Christopher Lew - Director of Photography
Justin Benoliel- Executive Producer (Object & Animal)
Emi Stewart - Executive Producer(Object & Animal)
Liam Benstead - Bid Producer (Object & Animal)

Production Service Company: Animals
Dan Montgomery - Producer
Candice Napoleone - Coordinator
Keith Giesbrecht - Assistant Director
Rob Day - Head of Production
Peter Widdrington - Talent Coordinator

Post: Cabin
Editor - Dylan Edwards
Assistant Editor - Dani Roth
Post Producer: Linden Carty
Executive Producer: Hope DuHaime
Head of Production: Lisa Barnable
Color - Gregory Reese (Royal Muster)

Music: Hifi Project
Max Khale: Composer
Jesse Marks: Sr. Audio Engineer
Jack Kaplan: Creative Project Manager
Chris Heidman: Creative Director
Jack Bradley: Executive Producer

ADVERTISING

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.