Shelter depicts the lengths parents go to to hide children from the harsh realities of life
The multi-generational impact of homelessness is explored in the new Christmas advert from Shelter illustrating that love alone cannot protect a child from homelessness.
Homelessness charity Shelter has partnered with Don’t Panic London, for a seasonal ad that draws attention to the daily struggles of families living in temporary accommodation.
The ad follows a long tradition of campaigns designed to prompt empathy during a time of joy and celebration.
‘World of Our Own’ is inspired by first-hand accounts of efforts to combat homelessness, and reveals the often-overlooked challenges many face throughout the year. The ad centres on a father’s attempt to protect his young daughter from the harsh realities of their living situation by crafting an elaborate fantasy world, filled with imagined lands and creatures, transforming their cramped accommodation into a world of escape.
This portrayal highlights the heartbreaking lengths parents go to preserve hope and imagination for their children in difficult circumstances.
Rick Dodds, creative partner at Don’t Panic London, says he was inspired by the moving stories he was privy to and wanted to portray the love and hard work a parent puts in to keep children safe.
Our take
By contrasting the spirit of Christmas with the challenges of temporary housing, Shelter’s campaign gets the viewer to consider those less fortunate. Creatively, Christmas might be best known for its big budget retail ads, but JustGiving reports a 20% uptick in donations at this time of year.
The ad succeeds by capturing the impossibility of a normal upbringing for young people impacted by homelessness, and the acting captures the bittersweet reality of this struggle, with CGI effects used effectively to leave viewers wondering how far an imagination can blank out what’s in your immediate surroundings. There’s also a sense of hope underlying the message that charitable solutions can make a change in the lives of those depicted.
Credits
Agency: Don’t Panic
Creative Partner: Rick Dodds
Senior Creative: Zara Bennett
Designer: Ben Howell
Production Company: Outsider
Director: Dom&Nic
DOP: Theo Garland
Production Designer: Milly White
Model Maker: Angela Quartaroli
Editing: Final Cut
Sound: 750mph
Post: Rascal
Music Supervisor: Connie Edwards, Curation Music
Image credit: Shelter campaign ad video
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: