Creativity

Real-Life Foster Kids Star in Andrea Arnold's Powerful Spot for Youth Charity The Prince's Trust

First Commercial From the Oscar-Winning Director

By Alexandra Jardine. Published on Sep 12, 2017

Editor's Pick

Oscar-winning director Andrea Arnold ("Fish Tank," "Wasp" and "American Honey") has helmed her first ever commercial for U.K. youth charity The Prince's Trust, a film designed to inspired disillusioned young people that stars real-life fostered children.

The film revolves around a poem, 'Bulletproof', written and performed in the film by 16-year-old Maya Sourie, the winner of a U.K. national youth poetry competition, who spent large parts of her own childhood in foster care.

A montage of scenes shows various scenarios, from a child protecting a younger sibling from danger, to a young mum looking after her baby, to a young man packing his bags and moving out of a garage and into his first home, and an anxious young man securing his first job. Sourie's poem spreads the message that "pain is nothing but fuel to reach my full potential."

The Prince's Trust said it created the campaign following new research showing young people's confidence is suffering, with one in five 11 to 19-year-olds believing they will amount to nothing, one in four thinking people do not believe in them, and almost half thinking they will struggle to find employment.

In order to make the film as authentic as possible, Arnold cast young people whose lives and circumstances reflected those in the script, filming the scenes in their own homes and dressing them in items from their own wardrobes. The soundtrack is a contemporary choral piece, performed by inner-city youth choir Inner Voices and composed specifically for the film by Simon Bass.

The spot is by CHI & Partners, and Arnold, who won her Oscar in 2004 for "Wasp," directed it through Park Pictures. It will be supported by a print and out-of-home campaign.

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About

Credits

Date
Sep 12, 2017
Agency:
CHI & Partners London
Client:
The Prince's Trust
Director of Marketing & Communications:
Paul Brown
Head of Marketing Partnerships:
Georgie Mew
Executive Creative Director:
Yan Elliott
Creative Director:
Danny Hunt
TV Creative:
Angus Vine
TV Creative:
Toby Brewer
TV Creative:
Danny Hunt
Print Creative:
Jon Coates
Print Creative:
Josh Welton
Head of Art:
Marc Donaldson
Designer:
Richard Forder
Head of Art Buying:
Emma Modler
Planning Partner:
Sarah Clark
Planner:
Paulina Goodwin
Business Director:
Charmaine Murray
Account Manager:
Lucy Almond
Account Manager:
Jess Franklin
Agency Executive Producer:
Charles Crisp
Agency Producer:
Emily Hendrey
Director:
Andrea Arnold
Film Production:
Park Pictures
Executive Producer:
Stephen Brierley
Producer:
Kat Mansoor
Co-Producer:
Freya Silk
Cinematography:
Robbie Ryan
Editor:
Bill Smedley
Edit Company:
Work
VFX:
Gold Crest
VFX:
Big Buoy
Colorist:
Rob Pizzey
Sound Editor:
Jamie Roden
Sound Design:
Neil Johnson
Sound Design Company:
Factory
Poem Author & Performance:
Maya Sourie
Music Composition:
Simon Bass
Music Company:
Pure Soho
Music Vocal Performance:
Inner Voices Choir
Casting:
Lucy Pardee
Print Photographer:
Adam Hinton
Cast Coordinator:
Emily Fortune

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