Cannes Lions

Machine Boy

STITCH EDITING, London / GAMBLE AWARE / 2017

Film

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Description

In the campaign for anti-gambling charity, Gamble Aware, the urge to gamble is personified by a man standing over the shoulders of those who are in the throes of addiction.

The spirit of gambling targets a vulnerable individual standing at the back of a darkened pub, he needles a lone drinker like a jilted lover. He toys with his prey, threatening to pass his winnings on to “her or him, him or her” before his true form is revealed.

Anyone who has ever experienced addiction in any way will recognise that insinuating voice in their ear relentlessly justifying itself, switching tactics on a whim; alternately menacing and cajoling. The decision to personify it as the truly terrifying Don Logan is inspired. His is the sort of personality that won't be beaten, that thrives on wearing you down. Outstanding piece conveying the message that compassionate understanding is out there.

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