Anonymous' Alejandro Gonzalez Inarritu Knows that Methamphetamine Kills

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The Brief:

Alejandro Gonzalez Inarritu of Anonymous Content partners up with The Meth Project ( and Venables, Bell & Partners to bring us an advertising campaign that realistically and graphically communicates the risks of meth use. The campaign.s core message, "Not Even Once," speaks directly to the highly addictive nature of meth. The goal of The Meth Project is to significantly reduce first time meth use among teens.

In the spot "O.D." we see a group of teenaged kids enjoying themselves while watching TV as they hang out in one of their bedrooms. The camera moves around the room and finds a boy on the floor convulsing, but none of his friends lifts a finger to help him.

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We hear a voice over say, "This isn't normal."

Then the camera moves into a full length mirror that is next to the boy on the floor. As it does, we transition into a parallel world. The boy on the floor is still convulsing but now shows the signs of methamphetamine use. It is clear he is overdosing. The camera moves around the room and sees all of the same kids as before who now also show signs of meth use. They are busy smoking crystal meth and oblivious to their friend's condition.

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The voice over continues, "But on meth it is."

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The Creds:

Client: Thomas & Stacey Siebel Foundation
Spots Title: O.D.
Air Date: March 2008
Agency: Venables Bell & Partners
Associate CD: Tom Scharpf
Copywriter: Crockett Jeffers
Acc. Director: Lilian Ojeda
Acc. Manager: Julie Barros
Producer: Zeynep Taslica Telecine: Rushes
Colorist: Jonny McPheeters Prod Company: Anonymous Content
Director: Alejandro Gonzalez Inarritu EP/Head of Commercials: Dave Morrison
Head of Production: Sue Ellen Clair
Producer: John Benet
Production Supervisor: Justine Madero Editorial: Final Cut Editorial
Editor: JD Smyth
Assistant Editor: Logan Hefflefinger
Producer: Kiayan Reuter About Anonymous Content:

Anonymous Content is an industry-leading production and management firm that leverages its unrivaled reach and access to talent to create and produce innovative content across all its divisions: Film, Integrated, Commercials, Music Video, Television, and Talent.

Anonymous Content was formed in 1999 by a collaboration of business and creative minds responsible for developing some of the industry's most respected entertainment and branded content. In launching the firm, the founders combined their unique talents, distinct vision for the future of content creation, and unmatched industry access. Since then, Anonymous has been able to extend its reach across entertainment, exercising its capacity to package talent and mine literary material from deep and powerful resources.

Company principals have developed longstanding direct relationships with talent, talent agencies, advertising agencies, domestic and international distributors, and broadcasters, reinforcing their ability to assemble the right team for any project. They create compelling and entertaining content while facilitating the development, production, and distribution of programming through both traditional and emerging media channels. The firm is currently in production of an impressive slate of highly-anticipated feature films and is responsible for producing films such as Babel and Eternal Sunshine of the Spotless Mind. Its commercial arm has been part of many of the industry's most successful campaigns, as well being at the forefront of the evolution of brand integration campaigns such as BMW Films. The Anonymous team now consists of more than 100 full-time employees at its Culver City, New York, and London offices.

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