KidsCo campaign shows that for some kids Christmas is just another Thursday
KidsCo has highlighted the plight of vulnerable children this Christmas in a festive campaign from Droga5.
In contrast to the other high-octane Christmas adverts, KidsCo’s creative features no background music and shows a boy going about his day. He is shown getting ready, playing on the streets, wandering aimlessly and then coming back to a ‘neglected’ looking home to switch on the TV which announces to him that it is Christmas.
Droga5 executive creative director, Nik Studinski, explained: “With this ad we deliberately wanted something that would be a genuine pause for reflection among the noise of the super-bowl style ads that clamour for our attention at this time of year.
“KidsCo is an amazing charity doing incredible work for thousands of children across the UK.”
The campaign, which will run from this week on TV, cinema and online, shows that for some children Christmas will be just another Thursday. A “devastating combination of shame, loneliness and despair” remarked KidsCo founder Camila Batmanghelidjh.
Droga5’S Tom Bender and Tom Corcoran wrote the ad with WhatSheSaid directing the ad through production company Somesuch. The project’s executive producer was Sally Campbell, with Finish handling post production and Factory working on sound. All the work and time involved in the creation of the campaign was donated.
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Droga5
Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print,...
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