| Title | Imagine |
| Brief | 4.2 million children are currently living in poverty in the UK. We had to bring this awful reality to life and get the public behind the amazing work Child Poverty Action Group is doing to tackle it.A child’s imagination is powerful – but it can be heart-breaking. Inspired by the true story of a boy packing an empty lunchbox so his friends wouldn’t know his parents couldn’t afford food, we created a campaign harnessing the power of a child’s imagination, even when it shouldn’t be needed. This heart-wrenching film paints fantastical pictures before a seemingly wonderous feast is punctured by the bleak reality of poverty.The film has been seen by 5.2 million people and has been shared by Members of Parliament. Social listening showed an immediate surge in online conversation around Child Poverty Action Group and was celebrated by children’s charities across the world, from Save the Children to US-based Charity, Every Meal, for ‘putting this crucial issue back at the top of the agenda. |
| Agency |
Creature London
|
| Campaign |
Imagine
|
| Advertiser |
Child Poverty Action Group
|
| Brand |
Child Poverty Action Group
|
| Date of First Broadcast/Publication |
2023 / 6
|
| Business Sector | Institutional/Public Interest/Non-Profit Org.
|
| Story | Child Poverty Action Group works on behalf of the more than one in four children in the UK growing up in poverty. It doesn’t have to be like this. Our vision is of a society free of child poverty, where all children can enjoy a childhood free of financial hardship and have a fair chance in life to reach their full potential. We use our understanding of what causes poverty and the impact it has on children’s lives to campaign for policies that will prevent and end poverty – for good. We provide training, advice and information to make sure hard-up families get the financial support they need. |
| Media Type |
Television & Cinema
|
| Chief Creative Officer |
Ben Middleton
|
| Chief Creative Officer |
Stu Outhwaite
|
| Chief Creative Officer |
Noel Nickol
|
| Senior Creative |
Meg Egan
|
| Head of Design |
Tim Green
|
| Chief Strategy Officer |
Andrew Gibson
|
| Strategy Director |
Flora Joll
|
| Chief Client Officer |
Hanisha Kotecha
|
| Business Director |
Emma French
|
| Head of Integrated Production |
Kristie Girvan
|
| Producer |
Niko Browne
|
| Production Company |
Smuggler
|
| Director |
Adam Berg
|
| Producer |
Ben Croker
|
| Production Manager |
Christabelle Stone
|
| Director of Photography (DOP) |
Tim Maurice Jones
|
| Director of Photography (DOP) |
Jones
|
| Production Designer |
Chris Oddy
|
| SFX |
Machine Shop
|
| Food Stylist |
Elaine Ngan
|
| Wardrobe Stylist |
Selina Wong
|
| Lighting |
Panalux
|
| Cameraman |
Arri Rental
|
| Executive Producer |
Deborah Whitfield
|
| Sound Engineer |
Josh Campbell
|
| Music Producer |
Aaron Williams
|
| Chief Executive Officer (CEO) |
Alison Garnham
|
| Chief Executive Officer (CEO) |
Dan Cullen-Shute
|