New SVA campaign shows: psychological problems mask the true face

Psychological problems often strongly change the behavior of the affected person and suppress the true character. This puts a strain not only on themselves, but also on private relationships and the situation at work.

Mental health problems are on the rise, especially in the workplace, and are now one of the most important reasons why employees take sick leave. SVA Zurich helps employers with early detection and supports them in dealing with mental illnesses among employees.

Under the slogan "Mental problems mask the true face", the latest SVA campaign shows five common behavioral changes: depressive, bipolar, loudmouthed, mean, lying.

For the motifs, the models were elaborately made up in real make-up in six to eight-hour sessions and then photographed and filmed. A stop-motion film also shows the entire transformation.

The five motifs and the film will appear from April as ads, posters, digital out of home, displays and social media ads. The campaign was conceived and realized by the agency tbd.

Responsible at SVA Zurich: Marc Gysin (Director), Martin Schilt (Head of IV Office), Daniela Aloisi (Head of Communications). Responsible at tbd.: Tom Seinige, Christian Bobst, Sandro Nicotera (Creation), Susan d'Erlanger (Consulting), Alexandra Niggeler (Agency Production), Alexander Khokhlov, Veronica Ershova (Photography, Video, Postproduction), Natalia Pavlova, Uliana Makhtyuk (Make-Up Artists, Illustrations).