Agency: Great Guns


Suicide prevention charity Campaign Against Living Miserably (CALM) has teamed up with Great Guns and director Calum Macdiarmid to craft its latest touching campaign, ‘#TellAMate’. Designed for World Mental Health Day, the spot showcases how a few silly words can make all the difference in our relationships.

Set to a fantastical track, the camera ranges between a series of people as they share sweet - albeit unconventional - words for their loved ones, from compliments on their majestic teeth to their ability to pull off tight jeans. As the music cuts, the spot takes a more profound turn, with one man shedding his awkwardness to express his gratitude for his friend’s support during hard times. Whether silly or sincere, ‘#TellAMate’ ultimately shows that it doesn’t matter how these words of appreciation are said, as long as they don’t go unsaid.

This professional campaign titled '#TellAMate' was published in United Kingdom in October, 2022. It was created for the brand: CALM, by ad agency: Great Guns. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago.


Client: Campaign Against Living Miserably (CALM)

Creative Director: Danny Wright
Art Director: Sam Quinton
Project Manager: Elle Abu-Nimeh

Production Company: Great Guns
Director: Calum Macdiarmid
Producer: Al Eales
Executive Producers: Tim Francis, Sheridan Thomas, Laura Gregory
DOP: Ali King
Editor: Ollie Davis
Grade: Jax Harney
Music: Anton Morgan at Two AM

Call of Duty


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.