It takes a brave agency to pitch and an even more courageous client to sign off an idea in 24 hours and move straight into production. Watch how Manning Gottlieb OMD and Age UK’s head of content, strategy and brand Kathi Hall made it happen – and created the Thinkbox TV Planning Awards 2018 Grand Prix winner.
“It would have been such a risk not to do it that I thought the risks were worth it to do it.”
Hall’s frank admission kicks off the Thinkbox film which uncovers how Manning Gottlieb OMD and Channel 4 worked with Age UK to create a campaign around a one-off Christmas special TV documentary, “Old People’s Home for Four Year Olds at Christmas” that resulted in the charity’s biggest day for donations ever. “I don’t think I’m ever going to have a campaign as successful as this one,” Hall admits.
Watch Hall plus Hannah Gardner, client account manager at Manning Gottlieb OMD and Channel 4’s group partnerships content manager Stella Onuorah reveal the back story and behind-the-scenes activity that went into charming the taboo out of the sensitive subject of loneliness in older age.