Snarling hyenas symbolize bullies in this spot by kids' charity Barnardo's

Sam Brown directs hard-hitting ad by FCB Inferno

Published On
Sep 05, 2019

Editor's Pick

As the new school year starts, Barnardo's, the U.K. children's charity, is using CGI hyenas to represent bullies in a new spot highlighting its mental health services. 

Created by FCB Inferno and directed by Sam Brown via Rogue, the spot shows a young girl cowering from the snarling pack of bullies, in the school corridor, on the walk home and even after she reaches the safety of her front door, as they content to torment her via her phone. Later, we see her talking to a specialist counselor at Barnardo's, the hyenas gone. 

It’s the first in a series of three new adverts forming the next instalment of Barnardo’s "Believe In Me" awareness-raising campaign. The stories are all based on real-life accounts from people who have been helped by the charity, although depicted by actors. 

Barnardo’s Chief Executive Javed Khan says in a statement:  “Our aim was to bring to life the serious challenges faced by the children we support. The use of CGI helps give TV viewers a sense of the way a child might feel when they are bullied, on and offline, and the impact it can have on their mental health.



Sep 05, 2019
Client :
Agency :
Senior Account Manager :
Jack Steer
Senior Account Director :
Jessie Landers
Strategy Director :
Helen St.Quintin
Creative Director :
Ben Edwards
Creative Director :
Guy Hobbs
Creative :
Jayshree Viswanathan
Creative :
Chelsey Redshaw
Producer :
Charlie Coombes
Director of Marketing, Brand & Communications :
Devia Gurjar
Brand Marketing Manager :
Sian Beveridge
Production Company :
Rogue Films
Director :
Sam Brown
Executive Producer :
James Howland
Producer :
Emma Butterworth
Offline Edit House :
Final Cut
Post Production :
The Mill
Sound :
The Mill
Executive Producer :
Alex Fitzgerald
Producer :
Kirsty Ratcliffe
Production Coordinator :
Dan Crozier
Executive Creative Director :
Jonathan Westley ‘Wes’
Creative Director :
Jorge Montiel
Agency :

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