Martin Wilson and AT Creative back in Danny Green’s corner to Stop The Coward Punch
Last week, boxing legend Danny Green debuted the latest instalment in his ‘Stop The Coward Punch’ campaign on 9 Network’s A Current Affair. For close to a decade now he has worked with film and commercials director Martin Wilson and creative director/writer Andrew Tinning to deliver this important message.
The work that they’ve produced together has not only been highly impactful, but also extremely effective. The vernacular has changed, with phrases like ‘King Hit’ that glorify these random acts of violence being replaced with ‘Coward Punch’. Penalties have increased and most import of all, the number of Coward Punch related deaths has dropped by over 50%.
AT Creative’s Andrew Tinning, said: “It’s been a privilege to work with Danny on this important campaign from its inception. Throughout my career I’ve lost count of the times I’ve been asked the eternal question ‘does advertising really work?’ Well, I’m proud to say that in this instance, it really has helped to make a positive difference and save lives.”
Director Martin Wilson said: “The driving force and passion behind directing the Coward Punch films since 2012 is working with the incredibly brave people you meet like Jon and Heidi Walker, who lost their son Jaiden to a Coward Punch. Courageously Jon and Heidi bared their souls, opening up to me on camera about the devastating loss of Jaiden, they did this knowing how vulnerable and raw they would appear. Their goal is to simply save one life, so other families don’t have to endure their pain. For me this is what the Coward Punch campaign is all about.”
‘Life Sentence’ is the first in a series of 5 films plus additional social media content that will continue to roll out leading up to ‘Coward Punch Week.’
Client: Coward Punch
Danny Green, Craig Lovett, Hayley Panteli
Production Company: Third Storey Pictures
Writer/Director: Martin Wilson
Writer/Creative Director/Art Director: Andrew Tinning
Producer: Nicole Ferraro
Production Manager: Megan Carpenter
PR & Client Relations: Tia Brazier, Fifth Avenue Consultancy
DOP: Jim Frater
Music Composer & Sound Design: Tim Count MDS Audio
Post House: Sandbox
Post Production Producer: Louise Bertoncini
Offline Editor: Tony Bannan
Online Editor & Colourist: Denzil Heeger
CAST:
Actors Management International: Ali Roberts Peter Gunn
Neurosurgeon: Shirley Van Sanden
Mother; Jenelle Altinier
Father: Colby Huggins
Perpetrator: Luke McIntosh
Victim: Henry Mendez
