BBH London has launched a ground-breaking new music video for critically acclaimed singer-songwriter Frances, which seeks to raise awareness of domestic violence and the support available to victims from national domestic violence charity, Refuge.
The campaign launches as new research reveals that two women are killed by their partner or ex-partner every week in England and Wales alone. One in every two young women experience controlling behaviours from a partner – and over a third of young people would not know where to turn to for support.
Made with the support of Globe, Universal Music UK’s Creative & Commercial Partnerships division, the film is a major prevention initiative that enables Refuge, without any media spend, to use an unexpected channel to let young women know they’re not alone. The animated film was created by award-winning animation studio Le Cube and directed by Brazilian director Ralph Karam, through International production firm Not To Scale.
It was released on 20 March as the official music video to France’s single ‘Grow’, which is a moving ballad about supporting a friend. World-Famous Hollywood Animation Director Clay Kaytis worked as a Creative Consultant on the project. Kaytis, who directed The Angry Birds Movie, is a former Head of Animation at Disney who worked on hit films including Frozen and Tangled.
The aim of the music video is to ensure women who experience domestic violence realise they are not alone and that Refuge can support them. The film depicts a woman going about her daily life; except that due to the abuse she is experiencing, she becomes visibly more isolated and alone. One day, she meets a character representing Refuge, who recognises and understands what she is going through and supports her to escape the abuse and rebuild her life.
Deputy executive creative director: Ian Heartfield
Creative director: Jack Smedley, George Hackforth-Jones
Creative team: Joe Seller, Lance Boreham
Additional credits: Business lead: Holly Maguire
Account director: Lauren Thacker
Communications director: Isobel Thomas
Creative consultant: Clay Kaytis
Executive producer: Natalie Paris, George Hackforth-Jones
Producer: Sarah Finnigan-Walsh
Production company: Not to Scale
Director: Ralph Karam – Le Cube
Production company executive producer: Dan O’Rourke, Gustavo Karam, Juan Manuel Freire
Production company producer: Francesca Di Muro, Mechi Serrano, Fernanda Soma
Animation director: Sergio Slepczuk
DOP: Juan Maglione
Post production: Sergio Pickelny, MPC
Music: Frances ‘Grow’
Music sync: TMR Black Sheep Music
Head of music: Ayla Master
Department head of music: Julz Baldwin
Data strategy: Saskia Jones