| Title | BREAK THE ROUTINE |
| Brand | VICTIM SUPPORT AND THE NATIONAL CENTRE FOR DOMESTIC VIOLENCE |
| Product/Service | VICTIM SUPPORT AND THE NATIONAL CENTRE FOR DOMESTIC VIOLENCE |
| Category |
D02. Use of Ambient Outdoor |
|
Entrant
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
|
Idea Creation
|
J. WALTER THOMPSON London, UNITED KINGDOM
|
Credits
| Russell Ramsey |
J. Walter Thompson London |
Executive Creative Director |
| Adam Collins |
J. Walter Thompson London |
Creative Director |
| Charlotte Jude |
J. Walter Thompson London |
TV Producer |
| Jennifer White |
Freelance |
Dancer |
| Jason Kittelberger |
Freelance |
Dancer |
| Sidi Larbi Cherkaoui |
Freelance |
Choreographer |
| Noam Murro |
Biscuit Filmworks |
Director |
| Ed Wild |
ED WILD B.S.C. |
Director of photography |
| Shawn Lucy |
Biscuit Filmworks |
Managing Director |
| Orlando Wood |
Biscuit Filmworks |
Executive Producer |
| Charlotte Woodhead |
Freelance |
Producer |
| Stewart Reeves |
Work |
Editor |
| Electric Theatre Collective LA |
Electric Theatre Collective LA |
Post Production |
| Sam Ashwell |
750mph |
Sound Designer |
| Biscuit Filmworks |
Biscuit Filmworks |
Production Company |
Brief Explanation
“Break the Routine” is a disturbingly captivating and physically intense dance routine backed by a haunting original composition by Ellie Goulding designed to raise awareness of domestic abuse.
We executed a live version of the dance at Regent’s Place in London, a busy business district. The beautiful but difficult to watch choreography was seen by hundreds of passing workers as the Ellie Goulding track played. We also filmed and uploaded to social media.
Victim Support and NCDV (the two charities involved) gave on the ground support to people needing advice about dealing with domestic abuse.
A Facebook Live post of the Live element of the dance received almost 3,000 views and reached more than 7,000 people.