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25 November 2020

Levels of leverage.

by Syd Briscoe

The Children's Society: “Fighting for Hope” - 80s

While many commercials make use of video game-style graphics to assist their narrative, few do so as poignantly as this film for The Children's Society. The piece follows a young boy as his hope swells or depletes according to his circumstances - health bar increasing when he can see a way out of his current situation, and leading to misguided choices when it swings the other way.

It's a deftly observed look at how young people can become caught in spirals of criminal behaviour - how poor home environments or neglect can leave them vulnerable to manipulation. Director Charlotte Regan has done a great job here, inspiring empathy for the young protagonist without over-egging his emotional state. Food for thought as lengthening lockdowns put pressure on families across the nation.

Creative Agency: BMB Ⓟ Ⓦ
CCO: Matt Lever
Creative: Ben Lambert / Alex Mawby
Account Director: Laura Battersby
Account Manager: Liv Myers
Strategy: Amy Bowker
TV Producer: Kate Banks / Tracy Macassey
Film Production: Knucklehead Ⓟ Ⓦ
Director: Charlotte Regan ♀ Ⓟ Ⓦ
Executive Producer: Francis Mildmay-White
Editor: Owen O'Sullivan @ Marshall Street Editors Ⓟ Ⓦ
Post Production: Framestore Ⓟ Ⓦ

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