Creature London worked with Child Poverty Action Group, the leading charity campaigning for an end to child poverty in the UK, to launch its first above-the-line campaign.
Child Poverty Action Group works on behalf of the more than 1 in 4 children growing up in poverty in the UK today. They work tirelessly to understand the root causes and create change for the millions of children who are going without basics and missing out on the magic of childhood. With the recent cost-of-living crisis, this issue has only been exacerbated.
But child poverty doesn't have to exist; it is an economic problem that can be solved by our government. The campaign aims to raise awareness about rising child poverty levels in the UK and the impact poverty has on children, as well as to place additional pressure on the UK’s leaders to implement policies that could change millions of children's lives.
'Imagine' is a multichannel campaign across TV, Print, OOH, Digital, and Social that brings the shocking realities of child poverty to life. Inspired by the insight that children have been turning up to school with empty lunchboxes and then going through the pantomime of eating to avoid feelings of social embarrassment and isolation, the film, directed by Adam Berg, takes us on a fantastical journey with our hero through a school lunch hall.
However, instead of lunchboxes with simple sandwiches and apples, we see mountains of fruit, endless popcorn, and doughnuts appearing like magic, all set to the iconic song 'Food, Glorious Food.' However, as our hero sits down and opens his lunchbox, instead of another incredible food surprise, we see him pretending to eat a banana as the scene changes, and he is now sitting alone.
To learn more, we spoke to Emma French, Business Director at Creature London.
What was the brief?
The brief was to create widespread awareness and concern about child poverty in the UK, aiming to drive action and accountability from policymakers. The goal? To get real people talking by making them aware of the severity of the problem, eliciting strong emotional responses that would translate into action.
The campaign aimed to give a voice to those marginalised and unable to speak for themselves, highlighting the real impact child poverty has on kids’ lives.
How did the initial pitch/brainstorming phase go?
The initial phase focused on finding a powerful emotional hook, leveraging the timeliness of the issue, and collaborating closely with the client team. With a tight budget and no media spend to speak of, the Creature team needed to create compelling content to grab unfair share of attention.
They grounded the concept in the authentic experiences of those affected by child poverty, using recent real-life events and public discourse as a backdrop.
What was the process behind ideating the concept?
The team drew on news coverage and social media, tapping into real stories and public sentiment to find an emotional catalyst that would resonate with the British public.
They also collaborated closely with Child Poverty Action Group to understand the nuances of the issue and realities faced by affected families day in, day out, ensuring the campaign was fuelled by real insights.
What was the production process like?
The production was driven by the team and production partners’ passion for the cause. Despite limited budget, they secured director Adam Berg, known for his strong cinematography and ability to elicit powerful performances from children.
Berg's expertise was crucial in delivering the ad’s emotional impact, particularly in building the joy and excitement of kids’ imaginations that ultimately leads to the pivotal rug-pull moment at the end.
What was the biggest challenge during production? How did you overcome it?
The biggest challenge was finding and re-creating right music track. The team knew the music was essential for setting the emotional tone. They wanted a track that evoked strong childhood memories while complementing the visuals and core message.
Having landed on ‘Food, Glorious Food’ – a track which delivers energy upfront as well as the power to poignantly undercut that joy in the rug-pull at the end – finding the right artist and composer to re-record with took a little longer; but the wait was worth it, and the final track proves the power of music to puppeteer and guide the viewers’ emotions.
What kit/tools/software were used to create the project?
The team used emerging tech like their proprietary AI-powered tool, Magic Ant, to produce OOH, social & digital assets, allowing them to deliver highly imaginative and unique creative executions with a production value that wouldn’t have been otherwise been achievable with a charity budget.
What is one funny or notable thing that happened during production?
The highlight of the shoot was the kids on-set, who were essentially playing out a child’s fantasy, with tables piled high with real food in front of them.
It’s safe to say that not all the food made it through the day, but their energy and playfulness added a lively atmosphere to the production, and made it one of the most enjoyable shoots the team have worked on.
What’s the main message of this project and why does it matter?
The main message is to highlight the serious issue of child poverty in the UK and the urgent need for action. Child poverty has long-lasting consequences, affecting education, job prospects, and overall life trajectory.
The campaign aims to shift perceptions from seeing child poverty as an intractable problem to one that can be solved through concerted action, emphasising the moral and practical need to address this crisis.
How long did it take from inception to delivery?
The project took around 6 to 7 months from inception to delivery.
Can you describe the creative spark or inspiration behind the initial concept?
The creative spark came from a poignant true story about a young kid too ashamed to admit his family couldn’t afford lunch at school; he would sit alone and pretend to eat during lunchtime to avoid judgment from his friends.
This story highlighted the social and psychological toll of poverty, providing a starting point for the team to build an emotionally resonant campaign rooted in the harsh reality.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
The campaign was a product of close collaboration with Child Poverty Action Group and other stakeholders, ensuring the concept resonated across a wide audience without alienating or misrepresenting any groups.
This consultative approach allowed the team to develop a nuanced and responsible creative concept that aligned with the brand’s values and goals.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process?
The ideation process involved close collaboration across creative, strategy & production teams. The team also sought external expertise and worked closely with the client and production partners to bring their vision to life.
What role did consumer research or market analysis play in shaping the concept and its execution?
Due to budget constraints, extensive consumer research wasn’t possible. Instead, the team worked closely with Child Poverty Acton Group to ensure the campaign idea had been sense-checked by those who had direct experience of child poverty.
They also used OnePulse as a tool to validate and provide client reassurance around the music track selection in post-production.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
The project combined traditional in-camera techniques with CGI enhancements, creating a seamless blend of physical and digital elements. Practical props and sets were meticulously crafted, and CGI was used strategically to elevate the visuals.
AI was also used in the TTL work, providing highly polished and imaginative static visuals to complement the AV.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
The campaign employed distinct narrative structures and production techniques, including an unexpected "rug-pull" moment that delivered a powerful and unexpected message about child poverty. By combining joyful visuals with a striking reveal and a heart-wrenching real statistic, the concept stood out and left a lasting impact.
What do you hope it achieves for the brand?
The campaign aims to raise awareness of child poverty and inspire action to address it. By creating an emotionally resonant film, it urges the public to hold the government to account, putting pressure on policy changes (such as the removal of the two-child limit) and increased investment to improve children's lives.
While not the primary goal, the campaign also secured significant donations, demonstrating its impact.
