The Campaign Against Living Miserably (CALM) is an award-winning charity dedicated to preventing male suicide.

The brief

The project stemmed from Bold Content’s participation in The Drum’s Do-It Day 2017. Our Branded Content Manager Alessandro Iacoponi, along with Ben Hawley and Paul Shiels from CALM, developed the concept that men do not need to wait until a wedding to act like a best man. We were tasked with creating a video to support this initiative.

#BestManProject Campaign

The #BestManProject revolutionises the idea that you don’t have to wait for a wedding to be a best man to your friend. These videos explore the awkward, masculine tension that comes about when two best friends are coaxed to open up to each other.

This is a behind-the-scenes video about how our crew accomplished the Royal shoot with Prince William and other A-list celebrities.

This campaign has won Best Video Series for the International Content Marketing Awards, taken second-place for Campaign of the Year at The Drum’s Social Purpose Awards, and has been nominated for the Charity Film Awards.

You can see more on the #BestManProject here.

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