Last week saw the launch of Channel 4’s Diversity in Advertising Award-Winning campaign, with an emotive and powerful ad about a young girl with autism premiering during Gogglebox.
Created for Vanish by Havas London, the campaign was crowned winner of the prestigious award, which offers advertisers and agencies the opportunity to win £1 million worth of commercial airtime on Channel 4. This year’s brief encouraged brands to tackle the on-going lack of authentic portrayal and representation of visible or non-visible disabilities.
To learn more about the campaign, we spoke to Hollie Iles, Senior Creative at Havas London.
What was the brief?
There wasn’t one. This idea was born out of an everyday product brief for Vanish where we were discussing why clothes matter to people. And while everyone may want to preserve a pair of lucky pants or favourite little black dress, for those with sensory sensitivity keeping clothing lasting for longer really matters.
When an idea like this is so closely born out of the brand’s purpose and as long as it’s executed with the utmost sensitivity and honesty, it gives them the authenticity to help nurture a wider societal conversation. And it goes to show how you can do your best work on your biggest client with an everyday brief.
How did the initial pitch/brainstorming phase go?
Research, research, research. By the time we presented the idea to client the script was on draft 20. By the time it was presented to Channel 4 for the Diversity and Inclusion in Advertising Award it was on draft 40.
It ended up more of a novel than a script and I couldn’t help writing it that way because every single line, every single nuance was pulled from a conversation, an interview, a TikTok – all to help build a complex character.
However, it was only ever a script to serve as an example. We always wanted to build something bespoke to our autistic cast’s lived experience. And 4 days before the shoot we presented a brand-new script in our PPM that was unique to the cast, written in conjunction with director Tom Hooper.
What was the process behind ideating the concept?
As an integral part of our process, we worked closely with charity partners Ambitious about Autism to put out a survey to their network to explore the link between autistic people and familiar clothing. And to gain vital insights into these relationships.
This led to the key stats and stories such as - an attachment to clothing was a factor that led over a third (34%) of autistic people to think they might be autistic - which have punctuated our whole campaign.
What was the production process like?
Nothing like a typical advert. There were no casting back-ups because the script was bespoke. No wardrobe decisions because it was what our cast felt comfortable in. No scripted dialogue, rather improvised scenes. No pre-approved shooting boards *gulp*. Which meant it was a process of trust from all sides.
And this trust continued into the postproduction process. We built and worked really closely with an incredible team from edit, to music, to sound who were equally inspired to bring this vision to life and create as big an impact as possible for our cause.
What was the biggest challenge during production? How did you overcome it?
We always knew our biggest challenge would be casting. The whole film rested on it. And when we won the Channel 4 award on an idea alone the pressure to cast was even higher.
We were set on casting an autistic lead and made sure that our process was neurodivergent friendly. We met so many amazing young autistic women along the way and we featured some of them throughout the rest of our campaign, including an exhibition and social content.
But you know you’ve found your lead when you can’t bring yourself to pause the casting tape. Ash was so magnetic and watchable that we knew we’d found it. You could feel her visceral relationship with her hoodie. Such a talented 15-year-old who commanded the camera in every frame, despite never being behind it before.
Going through the rushes in the edit she was incapable of being false or untruthful. She could act episodes of great distress without getting upset by representing it. Which allowed us to portray stimming and shutdowns on screen. While also showcasing the talents and friendship of our protagonist.
We cast Ash’s whole family and two best friends alongside her which created even more chemistry on screen. And allowed us to give an honest glimpse into not only the autistic experience, but the lives of those around them.
What’s the main message of this project and why does it matter?
For me, the main message is that girls are three times less likely to receive an autism diagnosis than boys. From the first time I saw it that statistic it has lived in my head rent free. It’s what I’ve reminded myself of at every step. It’s been at the forefront of why we did this (and why we’ll keep doing this) and it had to be in the film.
It’s what leaves a lasting imprint on people. And it matters so much because it’s what we’re working to change. Improving pathways to diagnosis will help autistic girls and their families get the support they need to thrive sooner. And the first step on that journey is elevating the gender gap in diagnosis and broadening public understanding of what autism can look like in girls. To help them feel seen, heard and supported.
How long did it take from inception to delivery?
From first script to final film, was around 9 months.
What do you hope it achieves for the brand?
To make bigger, better and bolder work across their portfolio. And to have a positive and meaningful presence within society, as I think all brands should strive towards. Success doesn’t always lie within product demos, people want emotion, storytelling, connection. I have to applaud the bravery of the client at every step of this project, long may it continue.
