Filmmakers love having fun with the "parallel lives" scenario (think iconic '90s movie "Sliding Doors"), but here, youth charity The Prince's Trust uses the technique to make a forceful point about the way it can help change people's outcomes.
The charity's new campaign will consist of ads that all feature a mirrored world, with one side showing a young people doing well and the other showing the life they could have ended up with if The Prince's Trust hadn't been there to support them.
The lead film, by CHI & Partners and cleverly directed by Smuggler's Miles Jay, uses a split-screen technique to tell the troubling story of a young woman coming home and preparing for a visitor to her apartment. On one side of the mirror, she's well and happy and looking forward to seeing a boyfriend; on the other side, she's dealing with an altogether more sinister scenario. The differences between the two sides at first seem small, but watch out for the tiny nuances that pull you closer into the story as you start to notice them, and work out what's going on.
Paul Brown, director of marketing and communications at The Prince's Trust, said in a statement: "By showing the flip side of what could happen to vulnerable young people who don't get the right support when they need it most, we hope to make people stop and think about how they might be able to support our cause."