Ad of the Day: Hungry kid resorts to eating imaginary food in hard-hitting spot
Creature London is behind the first above-the-line campaign for Child Poverty Action Group.
As child poverty levels rise in the UK and beyond, a new ad for Child Poverty Action Group aims to put pressure on governments and raise awareness about the horrifying issue.
In the spot, viewers see a fantastical scene where schoolchildren are surrounded by piles of delicious food. Delighted by what’s in front of him, a young boy gleefully takes in the yummy surroundings.
Set to the recognizable tune Food, Glorious Food, it shows towers of burgers, boxes of French fries and infinite amounts of popcorn. But the reality becomes clear when the protagonist opens his empty lunchbox and pretends to eat a banana.
Directed by Adam Berg, the project is the work of the creative agency Creature London.
Its chief creative officer Ben Middleton said: “Hearing stories of children eating erasers because they are so hungry is something that I won’t forget anytime soon, but it has been a privilege to spend time in the imagination of children. It is a potent tool that should be reserved only for the magical, marvelous, and downright bizarre, not the mundane.”
The out-of-home and digital elements are the first created using Creature London’s new production tool, Magic Ant.
Dan Cullen-Shute, worldwide chief executive officer at Creature, added: “This is exactly why we launched Magic Ant and Impala, to give organizations that do vital work the chance to create campaigns that match their ambitions in a way they never would have been able to previously. People went above and beyond to make this happen.
“At every level, from the team at Creature to the incredible lot at Smuggler, Adam Berg, Major Tom, Total Media, the list goes on, people gave away their time and resources, and called in every favor imaginable to make this campaign a reality. It is an example of the amazing work we can do in this industry, and I couldn’t be more excited about its impact.”
Credits
Child Poverty Action Group
Chief executive officer: Alison Garnham
Director of policy, rights and advocacy: Sara Ogilvie
Interim director of policy, rights and advocacy: Katie Taylor
Director of business: Naomi Jessop
Campaign lead: Bea Pitel
Communications and campaigns manager: Lizzie Flew
Creature London
Chief creative officers: Ben Middleton and Stu Outhwaite-Noel
Senior creative: Meg Egan
Head of design: Tim Green
Senior designer: Flo Levane
Chief strategy officer: Andrew Gibson
Strategy director: Flora Joll
Chief client officer: Hanisha Kotecha
Business director: Emma French
Account manager: Evie Hutt
Agency head of integrated production: Kristie Girvan
Integrated producer: Niko Browne
Smuggler
Director: Adam Berg
Producer: Ben Croker
Production manager: Christabelle Stone
1st AD: Tony Fernandez
Production assistant: Kamran Marzban
Director of photography: Tim Maurice-Jones
Gaffer: Jakub Paczos
Key grip: Tom North
Production designer: Chris Oddy
SFX: Machine Shop
Food stylist: Elaine Ngan
Wardrobe stylist: Selina Wong
Hair and make-up: Michele Baylis
Editing: TRIM Paul Hardcastle
VFX: Blacksmith NYC
Sound Recordist: George Watts
Lighting: Panalux
Camera: ARRI
Locations: Scout Prod.
Sound design: Factory UK
Head of production/ executive producer: Deborah Whitfield
Junior audio producer: Ethan Day
Sound engineer: Josh Campbell
Online: Creative Outpost
Music licensing: Major Tom – Jacob Wheeler
Re-record: David Bass @ Wake the Town Ltd
Performed by: CW Jones & Aaron Williams
Produced by: Aaron Williams
Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.