Nowadays Bethnal Green

ABOUT

During the pandemic we all lost time and opportunities, but the impact on young people from disadvantaged backgrounds was even more debilitating. Impetus is a charitable organisation that transforms the lives of young people from disadvantaged backgrounds by ensuring they get the right support to succeed in school, in work and in life.

Impetus approached us with a brief called "Making up for Lost Time". They wanted a young person focused film to drive donations at their "Transforming Lives Dinner". We needed to explore the stories of young people helped by Impetus across the country and celebrate the positive stories of young people gaining ground and making back lost time with the help of Impetus supported charity organisations.

We approached the brief by working closely with Impetus to identify young people from three cities across the UK whose lives had been positively impacted by their work during the pandemic. We wanted to demonstrate the breadth and diversity of people and charities that Impetus helps and in doing so inspire donors to get involved and support them.


The central motif of the brief and the treatment was time passing, so we used subtle sound design and sonic pauses to quietly re-emphasise this throughout the film, giving it a pulse and tension which gently rises to a crescendo of positivity, potential and hope for the lives of these young people.

All the contributors were real service users of various charities supported by Impetus and this was of course central in shaping the film. Having their authentic voices was key. One of our contributors is an aspiring animator being helped by one of Impetus’ youth services and it was an absolute must for us to find a way to incorporate their work.

The result is an impactful film that shows the breadth of support that Impetus provides to charities who are changing the lives of young people across the UK. The film helped to drive donations and to support Impetus and its work.

MADEIT CREDITS

  • ImpetusClient
Annual 2022 ShortlistLost TimeAdvertising: Digital Project featured: on 22nd June 2022 Contributor:

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