Advertising — Avril Furness

ACID SURVIVOR’S TRUST INTERNATIONAL

FASHION HIDES A DARK SECRET

Easy access to sulphuric acid, used in fashion manufacturing, is the cause of many acid attacks around the world. ASTi wanted to shine a light on the Fashion industry's role in preventing acid violence. To talk to them, we reimagined a traditional fashion lookbook with a twist. Instead of supermodels, we featured Patricia LeFranc, an acid attack survivor, as shown through the lens of fashion photographer Rankin. The book also dives into the history of acid use and its connections to the fashion industry.  The project got global attention with staggering results.   

ROLE: Creative Director AGENCY: McCann Health London

AWARDS: London International Awards - Silver, Craft Photography Oct ‘24 , Gerety Awards, New York, Work for Good, Print - Shortlist Sept’ 24, Cannes International Festival of Creativity Shortlist - June ‘24, Clio Health Awards - Shortlist for printed materials - June ‘24, NYHealth Awards (Finalist) May ‘24, One Show (Shortlisted) May ‘24

Acid Survivor’s Trust International - Tear Couture launch, St James’ Palace

Acid Survivor’s Trust International, Tear Couture Campaign

A JOURNEY INSIDE AN ACID ATTACK SURVIVOR'S TEARDROP

Acid Survivors Trust International (ASTi) released a report detailing the use of acid in the supply chains of key industries, including Fashion & Textiles - and their role in the handling, storage & safe disposal of acid.

The report and Tear Couture campaign was launched by HRH Princess Anne at St. James’ Palace, London UK.

To launch the report, Tear Couture Campaign was created revealing a journey inside an acid attack survivor’s teardrop.

We collected and photographed the tears of acid attack survivors, which we turned into a Virtual Reality experience where people could listen to real acid survivors' testimonials. At the event we had a live 3D installation of the same teardrop, and tears printed in silk.

At the event, representatives of the fashion and textile industries signed a pledge to tighten their security measures within their acid supply chain networks to help end acid violence.

ROLE: Creative Director AGENCY: McCann Health London

Awards: Creative Circle UK 6 Golds - (3rd most awarded campaign of the festival), Creative Floor (2 Golds), New York Festival (shortlist), Epica (shortlist)

Tesco : Proud Sponsors of Soccer Aid for UNICEF

These adverts celebrate Tesco sponsoring Soccer Aid, a charity football match to raise money for UNICEF.

These idents were broadcast just before and during the live match held at Old Trafford where celebrities (like Gordon Ramsey) and retired pro-footballers (like David Seaman) battled each other to raise awareness and money for the good cause.

I was part of the creative team responsible for writing and art directing the TV ads.

Ad Agency - Wieden + Kennedy, London.

DISEASE AWARENESS CAMPAIGN FOR GSK

We developed a disease awareness campaign that highlighted the household horror of Rotavirus.

This film uses unnerving, voyeuristic shots to reveal the imminent threat the disease poses to babies.

Ad Agency McCann Health, 2022, Creative Direction: Avril Furness Creative team: Sam Tawera + Oliver Hodgson

INFANRIX MARKET LEADERSHIP CAMPAIGN FOR GSK

Ad Agency McCann Health, 2023, Creative Direction: Avril Furness Creative team: Ben Mears and Prad Nair.

INFANRIX HEXA LOYALTY FILM CAMPAIGN FOR GSK

We made a 90 second film celebrating 20 years of the Infanrix Hexa vaccine

Ad Agency McCann Health, 2023, Creative Direction: Avril Furness Creative team: Ben Mears and Prad Nair

Cadbury Wispa – Time Well Misspent

My creative partner and I created a giant inflatable character called Walter and took him up a mountain in The Andes Chile and filmed it. This was all in aid of launching a TV Campaign for Cadbury Wispa's new brand positioning of celebrating Time Well Misspent.

I worked on a team to art direct and write the script and shot the campaign with directors Joel and Jamie at 2AM. 2012

Ad Agency - Fallon, London.

Orange Cinema Spot – The Sweeney

I was part of the creative team responsible for writing and art directing this cinema spot. Guy Shelmerdine at Smuggler directed this Orange cinema advert in a pub off Columbia Road Flower market, London. We had a great time writing the clues into the script Ray Winstone and Plan B were to find connected to Orange Mobile phones.

The ad was released in conjunction with the film revamp of the 1970s tv series The Sweeney. August 2012

Ad Agency - Fallon, London.

Coca-Cola Fuze Tea

This campaign launched Coca-Cola's new iced-tea product FUZE TEA. Made in collaboration with directors Pleix and photographer Giles Revell, I art directed this TV and Cinema campaign as part of a creative team. It documents the journey through the iced tea drink revealing continuous changing flavours and taste sensations.

We photographed stills of the ingredients which were then digitally rendered as 3D models in a CGI environment. The campaign launched in March 2014.

Ad Agency - Wieden + Kennedy, London.

The Natural Confectionary Company

August 2011, I was part of the creative team responsible for writing and art directing these adverts to announce the arrival of The Natural Confectionary Company’s Guzzle Puzzle sweets.

When you combine two different flavours they make a third flavour. We had a lot of fun scripting and working with voice artists Matt Berry and Rupert Degas in the sound studio to give these funny looking sweets character and personality.

The campaign was nominated for a Creative Circle Award in 2011.

Ad Agency - Fallon, London.

The Natural Confectionary Company

Consumers went mad for the Catonky. He appeared on Twitter, Facebook and you could even buy hats, key rings and souvenirs in his honour.

Ad Agency - Fallon, London

This 30 second TV spot was incredible fun to make. On set we created a 'Catonky' character half cat, half donkey to celebrate the advertising proposition that when you combine two different flavours of Guzzle Puzzle sweets, you make a third unexpected flavour.

Cadbury Creme Egg - The Goo Olympics

January 2012 we launched 7 Tv spots for Cadbury Creme Egg in conjunction with the launch of The London 2012 Olympic Games. We were tasked with animating Cadbury Creme eggs that were driven to 'Goo' themselves in heroic sporting ways.

This is our favourite spot, taking place in an Olympic velodrome.

We worked with stop-frame animators Sumo Science at Aardman Animation Studios in Bristol and used gallons of real creme egg goo making the largest ever animated stop frame animated set in one of the spots. We directed Alistair McGowan to do the voices for all the eggs (probably the silliest thing I've ever done).

Ad Agency - Fallon, London.

Orange Cinema Spot – Security

This Cinema advert follows on from a series of Orange Cinema Gold Spots - 'Don't Let A Mobile Phone Ruin Your Movie' commercials.

I was part the creative team responsible for writing and art directing the ad. It was shot by James Rouse, Outsider 2012.

Nominated and short listed at Cannes 2012 for a Film Lion Award.

Ad Agency - Fallon, London.

T-Mobile Christmas

We spent a couple of weeks editing the rushes to try and capture the comedy of the heroic moment where nothing much actually happens. With a lot of sausages, takes and walkies later, we final got the shots we needed. We had two pug stars, who both performed incredibly well, thank you to Colin and Mabel. 2012

Ad Agency - Wieden + Kennedy, London.

Working with Director Randy Krallman, this advert was made to launch Three Mobile's Pay As You Go unbelievable Christmas 2012 offer. As part of the creative team behind the script and art direction, we worked closely with the Director on the script, and production design; designing the diorama set and the costume for the pug.