NSPCC #KIDS_IRL

Childhood has changed. Smartphones and social media put young people under pressure to live perfect, ‘Instagrammable’ lives, but also make it easier than ever for them to hide their true feelings. Behind the screens, filters, feeds and emojis, many children are suffering abuse or struggling to cope, and some are taking their own lives.

The NSPCC wanted to develop a through-the-line campaign to bring this issue to life and inspire the UK public to lend their support. I was challenged to make this iconic UK brand feel relevant again, to retake its position at the cutting edge of creativity and reach new audiences, in ways not seen since their ‘Full Stop’ campaign twenty years ago.

BRAND 60”

Agency: Open
Creative Concept & Idea: James Dawe & Alfie Waldron
Director: Robin Mason
Creative Director: Jamie Tierney
Production: Craft Films
VFX: Peter Anderson Studio

FUNDRAISING 60”

Agency: Open
Creative Concept & Idea: James Dawe & Alfie Waldron
Director: Robin Mason
Creative Director: Jamie Tierney
Production: Craft Films
VFX: Peter Anderson Studio

PRESS

In full-page press, we used portraits of our three children with half their face covered by a smiling emoji and the other showing the unhappy reality beneath. We applied a bespoke distortion to the emoji, to break the frame of the page and mirror the visual effects of the films within a single image.

AWARD NOMINATIONS

Best Brand Campaign, Design Week Awards 2020