Saatchi & Saatchi’s random approach to Tourette campaign

To reflect the unpredictable nature of movements and vocal tics associated with Tourette Syndrome, Saatchi & Saatchi Canada has produced a random and unpredictable documentary experience about the disorder that changes with each viewing. Launched Wednesday after two years of work by the Tourette Syndrome Foundation of Canada (TSFC) and Saatchi & Saatchi’s Toronto office the @Random online […]

To reflect the unpredictable nature of movements and vocal tics associated with Tourette Syndrome, Saatchi & Saatchi Canada has produced a random and unpredictable documentary experience about the disorder that changes with each viewing.

Launched Wednesday after two years of work by the Tourette Syndrome Foundation of Canada (TSFC) and Saatchi & Saatchi’s Toronto office the @Random online documentary project features a website that houses more than two dozen short films that document families affected by Tourette Syndrome.

The short films are arranged randomly on the site to form a new documentary each time anyone visits the site. “Each experience and film is different each time [someone visits the site], just like TS,” said Helen Pak, co-executive creative director at Saatchi.

When Pak and Brian Sheppard, co-ECD, started working on the project, they considered a print campaign or 30-second spot, “thinking it was the ‘Swearing Disease,’” said Pak. “How wrong we were.”

“Since Tourette Syndrome is different [in every person], we decided to show as many real stories about it [as possible] and arrange them randomly in order to mimic the disorder, therefore showing the randomness of TS,” said Pak.

In addition to professional filmmakers shooting the families affected by TA, Cisco Systems donated Flipcams that were mailed to families to film their own experiences. More than 35 industry partners, including Relish Editing, Sparks Productions and The Juggernaut, were involved in the project. And Matt Shipp, Saatchi’s “producer of stuff” (yup, that’s really his title), produced all of the project’s “moving parts,” said Pak.

DOPs, editors, sound designers and web developers also helped create @Random. “All of them generously contributed their time to this project over the course of two years,” she added. “We can’t think of any project in the past that has had such good will.”

The gala launch for @Random took place last night in Toronto. More than 200 guests, families, filmmakers and other project partners attended, said Pak.

Brands Articles

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Best Buy posts unexpected sales gain, prepares for holiday deals

Best Buy CEO: Holiday deals will be more "balanced and targeted" this year

Frank & Oak gets into home decor with Etsy collection

Menswear retailer experiments with handmade home goods

Ford Canada hits the streets of Montreal in new web series

Brand focuses on one of the most important small car markets: Montreal

Dairy Farmers of Canada and W Network’s cheesy campaign

Holiday effort from m2 targets ‘zestfuls’

Target Canada focuses on holiday sales, then its future

Signs of improvement outlined in the company's third-quarter report

Metro boosts Q4 profit, revenue and same store sales up

Montreal retailer posts $115.6-million profit

Kiip launches white label loyalty solution for brands

Platform helps marketers offer specialized rewards for new or loyal users