Thinkbox
“School’s back”, a striking one-shot style promotional trailer for the return of Educating Yorkshire, Channel 4’s BAFTA award-winning documentary series, is the July/August Thinkboxes winner for TV advertising creativity.
Directed by Dougal Wilson, the film is an immersive, energetic journey through Thornhill Academy, the school featured in the series. It captures dramatic moments – including a child apparently fired from a cannon on the school roof – in a trailer both made by and starring pupils.
“When we were reviewing the slate of upcoming shows for the year, the return of Educating Yorkshire immediately stood out as one that deserved a major creative response,” says David Wrigglesworth, 4Creative’s executive creative director and creative partner.
“The starting point for us was clear: we wanted a campaign that did justice to the show’s legacy while also challenging the prevailing narrative around young people. All too often, today’s school kids are painted in a negative light.
"Our brief to ourselves was to flip that perspective and celebrate their creativity, humour and potential.”
Read the full article on Campaign.
Channel 4: “School’s back”
- Agency: 4Creative
- Creative team: Dan Warner, creative director; Andy Vasey, creative director; Stuart Gittings, senior creative; Reuben Dangoor, senior creative
- Client: Katie Jackson, chief marketing officer
- Production company: Blink Productions Director: Dougal Wilson
Columbia Sportswear: “Engineered for whatever”
- Agency: Adam & Eve/DDB
- Creative team: Ant Nelson, chief creative officer; Mike Sutherland, chief creative officer; William Cottam, creative director; James Crosby, creative director; Ben Robinson, creative; Mike Whiteside, creative
- Client: Matt Sutton, senior vice president and head of marketing
- Production company: Smuggler
- Director: Henry-Alex Rubin
Amazon Books: “Bring a book to life”
- Agency: Droga 5 London
- Creative team: Lawrence Seftel; Wil Maxey; Elliott White; Tara Ford
- Client: Ben Creasy, global head of brand marketing and social
- Production company: Steve Rogers
- Director: Biscuit Filmworks UK x Revolver
Numan: “The canary”
- Agency: Numan Studios
- Creative team: Numan Studios in collaboration with creatives Sam Hughes & Michaela Panesse
- Client: James Kennedy, director of brand marketing
- Production company: MJZ
- Director: Steve Ayson
Škoda: “Curtain twitchers”
- Agency: Leo UK
- Creative team: Graham Lakeland, creative director; Chaz Mather, senior creative; Lucy Jones, senior creative
- Client: Kirsten Stagg, marketing director
- Production company: Biscuit Filmworks
- Director: Damien Shatford
