A chorus of discomfort
The Danish Rheumatism Association gathers Denmark's largest choir for an (achy) joint howl of pain that expresses the reality of living with arthritis.
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Credits
powered by
- Agency &Co/Copenhagen
- Production Company New Land
- Director Tore Frandsen
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Credits
powered by
- Agency &Co/Copenhagen
- Production Company New Land
- Director Tore Frandsen
- Executive Producer Sara Samsoe
- Creative Director Claus Collstrup
- Art Director Martin Storgaard
- Producer Melanie Frydshou
- Copywriter Mathias Trads Olesen
- Graphic Designer Malene Therkelsen
- Post Producer Gareth Warland
- DP Jasper Spanning
- Producer Kristina Karlsson
- Editor Soren Jespersgaard Albrechtsen
- Production Designer Mads Jorgensen
- Editor Rasmus Nyholm Schmidt
- Colorist Sofie Borup
- Music Arranger Lasse Martinussen
- Music "The Blue Danube" Johann Strauss II
- Sound Designer Kevin Koch / (Sound Designer)
Credits
powered by
- Agency &Co/Copenhagen
- Production Company New Land
- Director Tore Frandsen
- Executive Producer Sara Samsoe
- Creative Director Claus Collstrup
- Art Director Martin Storgaard
- Producer Melanie Frydshou
- Copywriter Mathias Trads Olesen
- Graphic Designer Malene Therkelsen
- Post Producer Gareth Warland
- DP Jasper Spanning
- Producer Kristina Karlsson
- Editor Soren Jespersgaard Albrechtsen
- Production Designer Mads Jorgensen
- Editor Rasmus Nyholm Schmidt
- Colorist Sofie Borup
- Music Arranger Lasse Martinussen
- Music "The Blue Danube" Johann Strauss II
- Sound Designer Kevin Koch / (Sound Designer)
Whether it is taking off socks, slicing bread or getting up from a chair, arthritis can make the simplest of essential tasks an excruciating ordeal.
Developed by Danish agency &Co. and directed by Tore Frandsen through New—Land, this spot for The Danish Rheumatism Association uses humour to depict the agony of crumbling joints.
The centrepiece of the 'Listen to Your Body' campaign, the film The Pain Choir, was filmed at the Royal Danish Music Conservatory in Frederiksberg and gathers musicians and arthritis sufferers for a festival of groans and winces.
Arthritis is Denmark's most common disease, with 700,000 already diagnosed; experts estimate that just as many live with the condition without knowing it.
The first step in solving the problem is acknowledging that there is a problem. “Most people recognize the insight that we groan more as we get older, but they don't want to admit that they have arthritis. So, we gently nudge them. It's our bodies trying to tell us something,” explains Mette Bryde Lind, director of The Arthritis Association.
