Thinkbox
The bleak reality of poverty in Britain today is brought to life to powerful effect in “Imagine”, the first TV campaign from the Child Poverty Action Group (CPAG), which has won the July/August Thinkboxes award for TV advertising creativity.
In the spot by Creature London, children in a school canteen watch their lunchboxes explode with a cornucopia of treats to the tune of Food, Glorious Food while one child enters alone and opens his lunch box to reveal it is empty.
“CPAG has never had the opportunity to do TV before,” says Alison Garnham, the organisation’s chief executive officer, who explains the campaign came about thanks to generous partners donating time and talent.
The brief was to get the public behind CPAG’s work to tackle child poverty.
The aim was to bring to life the awful statistic that, at the time, 3.8 million UK children – a figure that rose to 4.2million during the ad’s production, and continues to rise – were going hungry. Daily.
“TV continues to be a really important channel for any organisation that wants to reach a wide audience,” says Megan Egan, senior creative at Creature. “When we first started talking to CPAG, we knew TV was an ambitious aim but also a very important one as (CPAG’s work) is too important to be relegated to a couple of pixels on someone’s smartphone.”
Read the full article on Campaign.co.uk.
Child Poverty Action Group: Imagine
- Agency: Creature London
- Creative team: Megan Egan, senior creative; Ben Middleton, chief creative officer; Stu Outhwaite-Noel, chief creative officer
- Client: Beatrix Pitel, communications and campaigns lead, Child Poverty Action Group
- Production company: Smuggler
- Director: Adam Berg
Ritz: Ready when you aren’t
- Agency: VCCP
- Creative team: Chris Birch, executive creative director; Jonny Parker, executive creative director; Jim Capp, creative director; Daniel Glover-James, associate creative director; Elias Torres, associate creative director
- Client: Declan Duggan, marketing manager, healthy biscuits, Mondelez
- Production company: Arts & Sciences
- Director: The Bobbsey Twins
bet365: Never ordinary
- Agency: Drummond Central
- Creative team: Stephen Drummond, executive creative director; Kevin Lynn, creative director; Alex Evans, senior account director; Rachael Henderson, account director
- Client: Chloe Shrub, global head of brand marketing, bet365
- Production company: Academy Films
- Director: Jack Driscoll
CrossCountry Trains: The longer journey
- Agency: McCann Birmingham
- Creative team: Vince McSweeney, chief creative officer; Adam Bodfish, executive creative director; Barrie Robinson, creative director; Tim Jarvis, senior copywriter
- Client: David Mullins, head of brand, communications & digital strategy, CrossCountry Trains
- Production company: Sweetshop
- Director: Marit Weerheijm
Elephant Atta: Home is where the Elephant Atta is
- Agency: Krow
- Creative team: Mark Lees, creative director; Kieran Ainsworth, copywriter; Matt Watts, planning; Harman Randhawa, client services director; Ilaria Rega, account management
- Client: Anne Adshead, senior brand manager, Elephant Atta
- Production company: Knucklehead
- Director: Hugh Rochfort
