British Red Cross: advert-body-2 by Creature

Creature has unveiled a new 60-second film for the British Red Cross – showcasing the Power of Kindness. This follows extensive work Creature has been undertaking with the British Red Cross to help articulate their core brand promise.

Being one of the most recognisable brands in the world, the incredible work the Red Cross does overseas is widely understood. However, their work in the UK is less well known, and it’s these small ways in which anyone can make a difference through the power of kindness, that the film aims to highlight.

The film was shot in Manchester using real volunteers from the British Red Cross to help depict the challenging, but rewarding and important work they do. The whole organisation was involved in creating the film, from offering behind the scenes tips on how to make the situations as authentic and realistic as possible, to supporting the production crew on the day.

The narrative of the film shows how small acts of kindness have an infectious and cumulative effect and this is dramatised by a pulse of kindness emanating from within British Red Cross volunteers. A thought-provoking voiceover from actor Jason Isaacs describes how easy it is for one act to inspire another.