This is the Sound of Change.
March 21st 2022 was a historic moment for children and their rights in Wales; from that Monday on, punishing children physically was made illegal. Our task was to inform the nation of this change in the law.
The client was keen for the campaign to be a positive one, rather than getting lost in the serious tone of the issue. We worked with SBW, Cardiff and Bristol-based Advertising Agency, to create two TV commercials. One would be released prior to the law change, the second after.
Check out the pre law-change video below.
Both videos were shot over the course of a week. We cast a diverse group of families to help reflect the Welsh nation. Though most of the shooting was kept to Cardiff due to time constraints, one scene found us on the beautiful beach of Barmouth in North Wales, and most of our other locations were intentionally cast to be non-specific in terms of location.
Photographer, Tom Farmer, joined us throughout the production, shooting the accompanying photography for an out of home campaign.
The campaign was a success, winning a Bronze Medal at The Drum Roses Creative Awards.