New campaign features real-life inspiration to encourage young people to live #knifefree
FCB Inferno partnered with Archer’s Mark, who worked closely with a range of charities to source real stories, using street-cast actors to protect their identities. They hero a range of young people who have made the brave decision to put down their knives or resist the pressure to pick up a knife and have found a positive alternative as an outlet – in football, dance, BMX-ing and MMA. The results are both powerful and relatable to our target audience.
Award winning director James Burns was chosen to create the films for his bold visual style and personal connection to the narratives being represented in the campaign. Throughout a troubled youth, James spent time in juvenile detention and prison before changing paths aged 18 and launching a career as a filmmaker. His debut documentary ‘We Live This’ collected a number of international accolades and earned him a place on the Saatchi & Saatchi New Director Showcase.
“At one point in my life I was in the same position as some of the subjects that I interviewed. I was compelled to do this project for the youth. They are the ones that will drive the future, and if I could help one young person make a thoughtful decision that may change the course of their life, then I will have brought my traumatic experiences full circle for good reason,“ said Burns.
This is FCB inferno’s first campaign for the Home Office since being appointed in October 2017. Three 60-second films have been created along with two audio stories for radio broadcast. The films will go out across VOD, radio, OOH and social media at prime times including during football games.
See the work here:
Agency FCB Inferno
Sharon Jiggins - Executive Vice President
Al Young – Creative partner
Vicki Holgate – Chief Strategy Officer
Ben Edwards – Creative Director
Guys Hobbs - Creative Director
Emily Whiteaway – Account Director
Jamie Tomkins – Senior Account Manager
Lara Ashman – Account Manager
Charlie Coombes – TV Producer
Senior Project Manager – Tom Lawrence
Laura Pirkis - Senior Strategist
Lucie Newlan – Strategist
Adam Booker - Designer
Director – James Burns
Production House – Archer’s Mark
Executive Producer -Ben Whitfield
Head of Production Fiona Bamford-Phillips
Producer- Kirsty Lane
DOP: Joe Cook