TitleThe Power of Kindness
Campaign The Power of Kindness
Advertiser British Red Cross
Brand British Red Cross

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Media Type Television
Post Production
Creative Director ..n Mi.....on Subscribers Only
Creative Director ..u Out.......Noel Subscribers Only
Creative Team J..h D...o Subscribers Only
Creative Team S...en D..d Subscribers Only
Strategy Director A...ew G...on Subscribers Only
Producer K..e T...or Subscribers Only
Account Manager A...s Camp........ding Subscribers Only
Director R...y M...on Subscribers Only
Production Company M...on J...el Z...er (...) Subscribers Only
Production Company Producer F...er L...on Subscribers Only
Music Composer S...rt H....ck Subscribers Only

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British Red Cross Shows the Power of Kindness in Heartening New Film Eclectic composes the sound in the latest commercial for the crisis-response organisation

British Red Cross demonstrates the power of kindness with the launch of its latest advert, ‘The Power of Kindness’. The spot shows the diverse support that the organisation provides to people who are vulnerable and in moments of crisis. Creatively devised by Creature, London-based music production company Eclectic crafted a bespoke soundtrack for the commercial.

The emotive one-minute spot shows the responses of British Red Cross volunteers as they help members of the public in moments of crisis. In line with British Red Cross’s motto ‘every crisis is personal’, the advert shows a range of circumstances that its volunteers respond to - from giving emergency CPR on a street, providing humanitarian aid, to home care.

In each scene, volunteers are depicted as illuminating the lives of those in need as amber-coloured lights shine from their chests. The inspiring moments play out to the sound of an uplifting score, composed by Eclectic.

Simon Elms, Founder of Eclectic, comments: “We were tasked with creating a piece of music that grew in positivity with each act of kindness that is seen on screen. The biggest challenge we faced was creating something uplifting and empowering without overpowering the sound effects and the voice over or distracting from the visual. Composer Stuart Hancock has found the perfect balance, keeping the instrumentation stripped back while still being able to build on every delicate interaction we see throughout the ad.”

The campaign is now live. 

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