Agency Network: 
Published/Aired: 
May 2021

Description

Psychological insights were used throughout the film’s development and production. From its narrative arc and character depictions, to the soundtrack, pace and use of colour, a range of elements were specifically devised to evoke anger and motivate action.

Variations of the film were tested before release. The results were then used to optimise the final edit to maximise the motivating form of anger and action that was intended. On average, watching the film made participants feel over 3 times angrier, results showed. Further, the more intense they found the film and the angrier they were, the stronger their desire to take action and buy Hey Girls products.

Film advertisement created by DDB, United Kingdom for Hey Girls, within the categories: Health, Personal Accessories.

Advertising Agency: adam&eveDDB, UK
Chief Creative Officer: Richard Brim
Global Creative Director: Laura Rogers
Campaign Copywriter: Miles Carter
Campaign Art director: Helen Balls
Print Creative: Christian Sewell
Print Creative: Andy McAnaey
Agency film producer: Mary Fostiropoulos
Agency print producer: Nicola Applegate
Chief Strategy Officer: Martin Beverley
Head of Planning: Milla McPhee
Planner: Beth Mackenzie
Senior Project Manager: Hanna Dowty
Social Director: Rebecca Wilson
Joint CEO: Tammy Einav, Mat Goff
Managing Partner: Charlotte Cook
Account Director: Kathryn Gooding
Account Manager: Olivia Rose
Legal: Annika Patel, Freya Vale, Tom Campbell
Designer: Mauricio Brandt, Adrian Baker
Social Motion Graphics Editor: Gabi Mascarenhas
Social Post Producer: Gerda Aleksandraviciute, Jamie Demetriadi
Making Of … Editor: Robert Spary-Smith
Making Of … Post Producer: Olivia Hards
Design studio: King Henry
Media agency: the7stars
Managing Partner: Liam Mullins
Client Lead: Lydia Mulkeen
Head of Insight: Helen Rose
Account Director: Suzanne Morgan
Digital Director: Charlotte Powers
Digital Exec: Isabella Zonfrillo
Trading Director: Michelle Sarpong
Production company: Prettybird
Co-Founder UK/Executive Producer: Juliette Larthe
Head of New Business: Mia Powell
Director: Margot Bowman
Producer: Paulette Caletti
Production Manager: Benji Landman
Stills Photographer/BTS Director: Daniel Boulton
Editing Company: Work Editorial
Post Production: Untold Studios
Audio Post Production: Anthony Moore, Mark Hills / Factory Studios
PR Agency: W Communications
Creative Director: Scott Dimbleby
Strategic Director: Vijaya Virally
Associate Director: Nikki Collins
Senior Account Director: Jessica O’Donohoe
Senior Account Manager: Sam Beer
Account Manager: Rachel Jones
Music Supervisor: Hollie Hutton / SISTER
Soundtrack composer: Esther Joy Lane
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