The Prince's Trust: advert-body-3 by CHI & Partners
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Youth charity the Prince’s Trust has today (13 September) unveiled the campaign ‘Youth Can Do It’, enticing Oscar-winning filmmaker Andrea Arnold to bring her signature style of gritty realism to the world of advertising for the first time.
Devised by CHI&Partners, the brand platform aims to explore the hardships many young people face, which can eventually lead to long-lasting lapses in confidence. At its heart is a film directed by Arnold and starring real young people who have overcome adversity at home in their own environments and dressed in their own clothes.
As the grainy camera jumps between scenes such as a young mum looking after her baby and an anxious young man securing his first job, the 16-year-old poet Maya Sourie performs her poem Bulletproof.
Sourie, who spent large parts of her own childhood in foster care, tells viewers that “pain is nothing but the fuel to reach my full potential”. Her words are accompanied by an original choral composition performed by inner-city youth choir Inner Voices.
Credits
Clients: Paul Brown, Director of Marketing & Communications;
Georgie Mew, Head of Marketing Partnerships, The Prince’s Trust
Agency: CHI&Partners
Executive Creative Director: Yan Elliott
Creative Director: Danny Hunt
TV Creatives: Angus Vine, Toby Brewer, Danny Hunt
Print Creatives: Jon Coates, Josh Welton
Head of Art: Marc Donaldson
Designer: Richard Forder
Head of Art Buying: Emma Modler
Planning Partner: Sarah Clark
Planner: Paulina Goodwin
Business Director: Charmaine Murray
Account Manager: Lucy Almond, Jess Franklin
Agency Executive Producer: Charles Crisp
Agency Producer: Emily Hendrey
Director: Andrea Arnold
Film production: Park Pictures
Executive Producer: Stephen Brierley
Producer: Kat Mansoor
Co-Producer: Freya Silk
Cinematography: Robbie Ryan
Editor: Bill Smedley @ Work
VFX: Gold Crest & Big Buoy
Colourist: Rob Pizzey
Sound Editor: Jamie Roden
Sound Design: Neil Johnson @ Factory
Poem Author & Performance: Maya Sourie
Music Composition: Simon Bass @ Pure Soho
Music Vocal Performance: Inner Voices Choir
Casting: Lucy Pardee
Print Photographer: Adam Hinton
Cast Co-ordinator: Emily Fortune