Monday, December 5, 2022

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    Ad of the Day: Shelter details bleak reality children could face this Christmas

    The charity estimates that 119,500 children will be without a home this winter, waking up on Christmas day in temporary accommodation.

    Following on from last year’s acclaimed film ‘The Drive,’ housing charity Shelter has released another hard-hitting video that details the realities many families will face over the coming months.

    In ‘Brave Face,’ viewers watch a typical day unfold for a young boy. Throughout the course of the day he receives bad grades, misses out on pudding at lunchtime and lets in a goal at football practice. Yet, throughout all of this, he keeps smiling.

    As the day ends, the youngster heads home and it‘s only then we realize that he and his mother will be spending Christmas in a noisy and cramped bedsit. The final message reminds viewers that no child should have to put on a ‘brave face‘ but, without a home, many do.

    The campaign, created by agency Don‘t Panic, is being promoted across owned social media channels, as well as TV. 


    Agency: Don’t Panic

    Founder: Joe Wade

    Creative partner: Rick Dodds

    Strategy and engagement partner: Ellie Moore

    Client partner: Jane Marshall

    Creative director: George McCallum

    Senior project manager: Rosie Johnstone

    Senior account manager: Rheia Chand

    Executive producer: Jennifer Clare Houlihan

    Junior producer: Ani Bosco

    Production company:  Academy Films

    Directors: Si&Ad

    Head of production: Gemma Priggen

    Executive producer: Medb Riordan

    Producer: Lexi Kiddo

    Production manager: Colum Ewart

    1st AD: James Sharpe

    Director of photography: Alex Barber

    Gaffer: Niko Kalimerakis

    Production designer: Fletcher Jarvis

    Stylist: Katie McGoldrick

    Make-up artist: Marta Wozniak and Jin Jin Ong

    Stills: Jim Fenwick


    Jayden: Maxwell Smith

    Mum: Uru Eke

    Dinner lady: Nicci Andrews

    Football kids: Asantewaa Manfo, Jayden Savage, Jude Ugbehe, Stanley Potter, Taaraz Sesay and Tristan Orgill-Faulkner

    School: Bush Hill Primary 


    Edit: Final Cut

    Editor: Joe Guest

    Assistant editor: Leah Burton

    Edit producer: Nikki Porter


    Post: Electric Theatre Company

    Colorist: Jason Wallis

    Producer: Alasdair Patrick 


    Audio post-production: String & Tins

    Sound design and mix: Joe Wilkinson and Culum Simpson

    Audio producer: Alina Miroshnichenko and Eimear Gorey

    Music: Dean Martin – When You’re Smiling

    Music supervisor: Stephen Ettery, Wake the Town

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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