Real-Life Foster Kids Star in Andrea Arnold's Powerful Spot for Youth Charity The Prince's Trust
First Commercial From the Oscar-Winning Director
Editor's Pick
Oscar-winning director Andrea Arnold ("Fish Tank," "Wasp" and "American Honey") has helmed her first ever commercial for U.K. youth charity The Prince's Trust, a film designed to inspired disillusioned young people that stars real-life fostered children.
The film revolves around a poem, 'Bulletproof', written and performed in the film by 16-year-old Maya Sourie, the winner of a U.K. national youth poetry competition, who spent large parts of her own childhood in foster care.
A montage of scenes shows various scenarios, from a child protecting a younger sibling from danger, to a young mum looking after her baby, to a young man packing his bags and moving out of a garage and into his first home, and an anxious young man securing his first job. Sourie's poem spreads the message that "pain is nothing but fuel to reach my full potential."
The Prince's Trust said it created the campaign following new research showing young people's confidence is suffering, with one in five 11 to 19-year-olds believing they will amount to nothing, one in four thinking people do not believe in them, and almost half thinking they will struggle to find employment.
In order to make the film as authentic as possible, Arnold cast young people whose lives and circumstances reflected those in the script, filming the scenes in their own homes and dressing them in items from their own wardrobes. The soundtrack is a contemporary choral piece, performed by inner-city youth choir Inner Voices and composed specifically for the film by Simon Bass.
The spot is by CHI & Partners, and Arnold, who won her Oscar in 2004 for "Wasp," directed it through Park Pictures. It will be supported by a print and out-of-home campaign.
Credits
- Date
- Sep 12, 2017
- Brand :
- Barnardo's
- Client :
- Barnardo's
- Agency :
- CHI & Partners-London
- Director, Marketing and Communications :
- Paul Brown
- Head of Marketing Partnerships :
- Georgie Mew
- Executive Creative Director :
- Yan Elliott
- Creative Director :
- Danny Hunt
- TV Creative :
- Angus Vine
- TV Creative :
- Toby Brewer
- TV Creative :
- Danny Hunt
- Print Creative :
- Jon Coates
- Print Creative :
- Josh Welton
- Head of Art :
- Marc Donaldson
- Designer :
- Richard Forder
- Head of Art :
- Emma Modler
- Planning Partner :
- Sarah Clark
- Creative Planner :
- Paulina Goodwin
- Business Director :
- Charmaine Murray
- Account Manager :
- Lucy Almond
- Account Manager :
- Jess Franklin
- Executive Agency Producer :
- Charles Crisp
- Agency Producer :
- Emily Hendrey
- Director :
- Andrea Arnold
- Film Production :
- Park Pictures
- Executive Producer :
- Stephen Brierley
- Producer :
- Kat Mansoor
- Co-Producer :
- Freya Silk
- Cinematographer :
- Robbie Ryan
- Editor :
- Bill Smedley
- Edit Company :
- Work
- Visual Effects :
- Gold Crest
- Visual Effects :
- Big Buoy
- Colorist :
- Rob Pizzey
- Sound Editor :
- Jamie Roden
- Sound Design :
- Neil Johnson
- Sound Design Company :
- Factory
- Poem Author and Performance :
- Maya Sourie
- Music Composition :
- Simon Bass
- Music Company :
- Pure Soho
- Music Vocal Performance :
- Inner Voices Choir
- Casting :
- Lucy Pardee
- Print Photographer :
- Adam Hinton
- Cast Coordinator :
- Emily Fortune
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