Google: Class Dismissed by BBH London
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Google has launched a campaign in support of Global Citizen, the international advocacy organization working to end extreme poverty by 2030. The campaign uses creativity to encourage and inspire members of the public to sign up for the global action movement.
As part of its annual Global Lighthouse Partnership programme, Google has appointed BBH as its creative agency in the UK to drive tangible action towards one of Global Citizen’s Recovery Plan Goals - ‘Resume Learning Everywhere’.
Before Covid-19, 258 million children around the world were out of school. In the face of a global pandemic, this has spiralled to nearly 1.5 billion children who have had their education impacted. Through multiple lockdowns and consistent disruption, we’ve seen a new meaning behind schools emerge; they’re more than just bricks, mortar, and places to sit exams - they’re symbolic spaces of learning, growth and refuge. Global Citizen is fighting to resume education for all children and get them back into school.
The film, directed by Cleo Samoles-Little, opens in an abandoned classroom. Viewers then start to see the film switching between two different realities. In one reality, the school is slowly destroyed by an incoming bulldozer against the backdrop of an instrumental rendition of a children’s melody; the metaphorical representation of underfunding in education around the world. The other shows the school remaining completely intact. The film ends with the line ‘Stopping this, starts here. Education is being torn apart for millions around the world. Take action and become a Global Citizen.’ This simple messaging encourages viewers to take immediate action in support of the crisis, all with a simple sign up to Global Citizen.
Jellyfish, working with BBH, has created a media campaign to harness the power of digital activism.
Credits
Client name and title: Google & Global Citizen
BBH Creative Team: Charlie Pendarves & Chloe Stephenson
BBH Creative Director: Felipe Guimaraes
BBH Chief Creative Officer: Stephen de Wolf
BBH Strategist: Aarohi Dhir
BBH CEO: Karen Martin
BBH Business Lead: Patrick Netherton
BBH Account Director: Josh Morgan
BBH Account Manager: Olivia Harte
Film Credits
BBH Producer: Charlie Hurlock
Production Company: Unit 9
Director: Cleo Samoles-Little
Executive Producer: Adam Dolman
Producer: Geoff Stickler
DoP: Anton Fursa
Post Production: ENVY Advertising
Editor/Editing House: Alex Burt
VFX: Martin Waller
Sound: Ian Hargest
Music: "Classroom Musicbox" by Richard Duncan Martin (PRS. CAE No: 285701552)
Media agency: Jellyfish
Jellyfish Media Strategy Director: Ben Thomas
Jellyfish Senior Display Manager: Ben Whetton
Jellyfish Senior Paid Search Manager: Sarah Johnson
Jellyfish VP Video: Abigail Howson
Jellyfish Group Account Director: Nigel Hewson
Jellyfish Managing Director, UK: Rick Lamb