| D&AD 2017 | ||
|---|---|---|
| Film Advertising Crafts | Use of Music for Film Advertising | Wood Pencil |
| EACA Care Awards 2017 | ||
| Non-profit Organisations and Non-governmental Bodies | - | Winner |
Agency: Fcb Inferno
Client: Barnardo's
Chief Creative Officer: Owen Lee
Chief Creative Officer: Al Young
Strategist: Chris Baker
Senior Account Director: Jonny Ray
Senior Account Manager: Hestor Manning-Marsh
Brand Director (Client): Gill Holmes
Director: Sara Dunlop
Art Director: Jack Walker
Copywriter: Ali Dickinson
Producer: Ellie Fry
Agency Producer: Charlotte Mcconnell
Published: September 2016
Description:
The campaign celebrates children’s resilience, portraying them as heroes, not victims. ‘Believe in Me’ is a direct appeal from the children as if you believe in children, they will eventually start believing in themselves, and with self-belief anything is possible.
Entry Summary:
Barnardo’s is the UK’s biggest children’s charity and in 2016 they were celebrating 150 years of helping the nation’s most vulnerable children. They operate on the ground in every single community in the country, supporting 250,000 children, parents and carers across a remarkable 996 different services with over 30,000 employees and volunteers. Priority areas featured in the campaign are Child Sexual Exploitation, Care Leavers, Young Carer (children caring for a family member), Fostering and Adoption (housing of a refugee) and Emotional Health and Wellbeing.Barnardo’s are renowned in the UK for using highly provocative and negative imagery in their advertising to motivate support and consumer action, with much of it receiving complaints to the ASA including a baby ‘shooting up’ and a young girl being repeatedly slapped (the most complained about campaign of 2008). The “Believe in me’ campaign represents a significant change in direction for the charity.
Synopsis:
The following film is shot in one take, and inspired by true events. We open in an empty bar. Glasses line the tables. Smoke rises from ashtrays. A fruit machine plays in the corner. A 14-year-old girl steps into the room. She knows this place well. This is where her dad drank. She takes it all in, but rather than tears in her eyes, we see resilience. Set to ‘Joy Division - Atmosphere’ she begins to exorcise her past through gymnastics. Using every inch of space, this is her stage to show the world what she’s made of.Her backstory is emphasised with titles “i am not my dad”, “i am not the fear he’d come home”. But as the story progresses, so does her determination; “i am free”, “i am alive”.We see a powerful portrait as she looks to camera. A title appears: “BELIEVE IN ME”.