There's a Secret Message In This Video...

Agency: Recipe


As the nation continues to cope with the stresses and strains of the pandemic, suicide prevention charity CALM has created an innovative YouTube video to tackle the ongoing stigma surrounding mental health. Created by Recipe and starring YouTuber DanTDM, the short YouTube film features a cleverly placed hidden message that shines a light on people bottling up their emotions. It follows CALM’s first ever ‘Hidden Message’ YouTube video released in 2020 starring Rugby International Joe Marler, which was a first of its kind.
The film starts with DanTDM talking enthusiastically about embarking on another Subnautica adventure. It’s nothing out of the ordinary, and just another walk-through that gamers and many of his followers will have seen a million times before. But there is something different. DanTDM then faces the camera and directly addresses the viewer. “Sounds pretty normal right? Take a second look?” he says. Dan then tells the viewer to hover the cursor over the YouTube timeline preview to get the true story, adding, “I’ll wait”.

This professional campaign titled 'There's a Secret Message In This Video...' was published in United Kingdom in January, 2022. It was created for the brand: CALM, by ad agency: Recipe. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted 4 months ago.


Advertising Agency: Recipe

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