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11 May 2021

Righteous fury.

by Andrew MacGregor


Hey Girls: “Seeing Red” - 1 min 40s

This punchy commercial for social enterprise Hey Girls aims to ensure that period poverty is not forgotten during the latter stages of the coronavirus pandemic. While volunteers like student Ella Lambert give cause for optimism, agency adam&eveDDB and director Margot Bowman plump for the shock and awe approach.

Cue a nervy, red-tinged montage that shows what period poverty looks and sounds like in 2021. Progressive casting anchors the film's blend of live-action and animation, interspersed with reminders to 'inhale' throughout. It's a neat device that demands audience engagement and, crucially, emphasises the breathing space affected viewers deserve.


Creative Agency: adam&eveDDB Ⓟ Ⓦ
CCO: Richard Brim
Global CD: Laura Rogers ♀ Ⓟ Ⓦ
Creative: Helen Balls / Miles Carter
Managing Partner: Charlotte Cook
Account Director: Kathryn Gooding
Account Manager: Olivia Rose
Senior Project Mgr: Hanna Dowty
Group Strategist: Martin Beverley
Strategy: Milla McPhee
Planner: Beth Mackenzie
Agency Producer: Mary Fostiropoulos
Film Production: PrettyBird Ⓟ Ⓦ
Director: Margot Bowman ♀ Ⓟ Ⓦ
Producer: Paulette Caletti
Executive Producer: Juliette Larthe
Cinematographer: Annika Summerson
Editor: Anne Perri ♀ Ⓟ Ⓦ @ Work Ⓟ Ⓦ
Post Production: Untold Studios Ⓟ Ⓦ
Colourist: Jax Harney ♀
Illustrator: Margot Bowman ♀
Animation: Stefan Iyapah / Ana Mouyis
Sound Designer: Anthony Moore / Mark Hills @ Factory Ⓟ Ⓦ

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