The Prince's Trust: Youth Can Do It by CHI & Partners

Date: Sep 2017
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The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution

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