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2050

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Market:United Kingdom
Style: Minimalism
descriptioncnen
Strategy
Create a a visually arresting, emotionally engaging spot for the Non Profit charity, Breast Cancer Now - Show the work at the annual Breast Cancer Now fund raising event, promote online via social media and video outlets.
Relevancy
This film is to raise awareness and promote the non-profit charity, Breast Cancer Now’s aim that by 2050, everyone who develops breast cancer will live. The message of the film is that for some, including the family portrayed in this film, the year 2050, can’t come soon enough.
Outcome
- Over 15K views on Youtube - Articles in a mutitude of press outlets both industry-focused and general. - Promotion on Facebook, Twitter, Instagram etc. - Nominated for multiple awards worldwide - Screened on ITV channels. - Garnered huge success at the charity event and helped raise a substantial amount of money for the charity.
Execution
As the client was a charity our budget was very restricted, making production particularly challenging. The script was so engaging that it meant crew and camera houses were more inclined to give us favours. Art direction was also imperative to make this piece look realistic and relatable to our audiences, luckily we were working with an incredible art director, who managed to design and dress a visually interesting set with huge budget and time restrictions. More than anything the cast and performance were imperative to create the emotion. As our protagonist was a child direction at times proved fairly difficult, trying to coax the right performance out of a child is tricky at the best of times and was made even harder with this spot due to the emotional gravity of the subject.
BriefExplanation
The film follows a young girl on a secret mission – the purpose of which isn ? t revealed to the viewer until the very end . Over a series of days, we see the tiny trooper determinedly studying compl ex science textbooks, watching quantum theory videos, and raiding the h ouse for objects to use in her special project. In the final reveal , the girl wak es up her mother, who has breast cancer - and leads her inside a ? time machine ? that she has made from cardboard and household items. As mother and daughter sit in the makeshift machine together, the girl turns the di al from 2017 to 2050 . The film follows a young girl on a secret mission – the purpose of which isn ? t revealed to the viewer until the very end . Over a series of days, we see the tiny trooper determinedly studying compl ex science textbooks, watching quantum theory videos, and raiding the h ouse for objects to use in her special project. In the final reveal , the girl wak es up her mother, who has breast cancer - and leads her inside a ? time machine ? that she has made from cardboard and household items. As mother and daughter sit in the makeshift machine together, the girl turns the di al from 2017 to 2050 . The film follows a young girl on a secret mission – the purpose of which isn ? t revealed to the viewer until the very end . Over a series of days, we see the tiny trooper determinedly studying compl ex science textbooks, watching quantum theory videos, and raiding the h ouse for objects to use in her special project. In the final reveal , the girl wak es up her mother, who has breast cancer - and leads her inside a ? time machine ? that she has made from cardboard and household items. As mother and daughter sit in the makeshift machine together, the girl turns the di al from 2017 to 2050 . The film follows a young girl on a secret mission – the purpose of which isn’t revealed to the viewer until the very end. Over a series of days, we see the tiny trooper determinedly studying complex science textbooks, watching quantum theory videos, and raiding the house for objects to use in her special project. In the final reveal, the girl wakes up her mother, who has breast cancer - and leads her inside a ‘time machine’ that she has made from cardboard and household items. As mother and daughter sit in the makeshift machine together, the girl turns the dial from 2017 to 2050.
Audience
This film is to raise awareness and promote the non-profit charity, Breast Cancer Now’s aim that by 2050, everyone who develops breast cancer will live. The message of the film is that for some, including the family portrayed in this film, the year 2050, can’t come soon enough.
credit
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Health & Wellness
Non-profit / Foundation-led Education & Awareness
Clio Awards 2018
Bronze Film Technique
Editing
The One Show 2018
Merit Moving Image Craft
Craft - Direction / Single
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