Rufus Leonard has joined the referendum debate by launching a film
that makes an unashamedly positive, emotional case for staying in
the European Union.
The film offers an inspiring vision of the EU as a strong, united,
forward-looking collection of member states with a common culture,
attitude and spirit.
Laurence Parkes, chief strategy officer at Rufus Leonard, said, “We
want to convince the people of Britain to remain in Europe. It
concerned us deeply that the Brexit campaign seemed to be winning
the debate. We wanted to do something to compete with media
dominance of the pro-leave agenda.”
Loughborough University research shows that, taking circulation
figures into account, the leave campaign has dominated 82% of
Rufus Leonard’s film combines shots of familiar European landmarks,
including the Louvre and Tower Bridge, with pictures of European
citizens dancing, demonstrating, making music, and working
everywhere from heavy industry to hospitals.
The message reads, “In Europe, we share a common inheritance.
We’re united with no limit to our happiness, our prosperity and our
pride. To keep this dream alive there must be an act of faith… We
must act consciously. We will make it happen. Your time is now.
Thursday 23 rd . Are you in?”
Parkes added, “When we spoke to the under 35s in the agency, it was
clear that the negative, rational tone of the Remain campaign was not
resonating with them. At the same time, a poll by Opinium showed
that if just 10% more under 35s go out to vote, it could swing the
result in favour of Remain. So we decided to use our skills to create
an inspiring brand vision for the EU, concentrating on the positive
reasons for our continuing union.”
The emotional film was put together only after the agency had
undertaken some rational research. “We, as the directors of the
business, looked at all the evidence we could find,” Parkes said, “and
decided that it would be in our best interests to stay in the EU. Most
economic studies predict a negative effect on economic growth and
UK public finances. This will reduce clients’ spending and have a
knock-on effect for agency revenues.”
The agency believes that genetically, politically, philosophically and
linguistically the UK shares a great deal with its fellow EU member
states. The institution may not be perfect, but it is well-placed to help
us better face the challenges of the environment, poverty and peace,
and was founded on sound principles of respect, tolerance, justice,
solidarity and equality.