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15 February 2021

What a count.

by Andrew MacGregor


Office for National Statistics: “It's About Us” - 60s

Like a misjudged episode of Friends, the 2021 census is destined to be known as "The One That Takes Place During a Pandemic". Scotland may have postponed theirs until 2022, but the Office for National Statistics say England and Wales are primed for March 21st. After all, what's the worst that could happen?

Those understandably worried include the ONS's own workers, with concerns over both safety and the involvement of private companies. Of course, this 60" ad from M&C Saatchi and director Max Fisher offers a more positive outlook on the decennial headcount.

Inclusive casting, a lively edit, and eye-catching use of purple backcloth suggest that this is more than just a box-ticking exercise and that participants can help improve communities at a crucial time. The, er, countdown is on.


Creative Agency: M & C Saatchi Ⓟ Ⓦ
CCO: Ben Golik
Creative: Danny Jones / Tom Kennedy / Jordan Morris
Managing Director: Tom Firth
Film Production: Knucklehead Ⓟ Ⓦ
Director: Max Fisher Ⓟ Ⓦ
Editor: Rebecca Luff ♀ Ⓟ Ⓦ @ The Quarry Ⓟ Ⓦ

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