The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Agency: Karmarama
Client: Guide Dogs
Date: Aug 2020
Your Vote
Overall Rating
Opps, please vote again
9 votes

Karmarama's latest campaign is 'Nell’s First Day' for leading sight loss charity Guide Dogs. The campaign aims to highlight the role of the charity and the services they offer for children and young people beyond the provision of guide dogs.

The thought-provoking campaign running across TV and online channels, features a little girl called Nell moving through the corridor of an empty school ahead of her first day. We see Nell’s journey through the school and enter a classroom, to be greeted by her GuideDogs habilitation specialist who is helping get Nell ready for the start of the school year. In a heart-warming end to the ad we see Nell on her first day, happy and confident amongst her friends.

The campaign aims to raise awareness of the challenge visually impaired children face in reaching key milestones. Timed to coincide with back to school, which for any child and their parents is a huge moment, this ad showcases the invaluable support Guide Dogs offers children with a visual impairment and a glimpse of the specialist advice and services that they provide.


Client Name (single name): Emma Foulds

Client Job title: Director of Marketing & Strategy

Creative Agency: Karmarama

Chief Creative Officer: Nik Studzinski

Creative team: Fiona Mosely, Louisa Whitehead, Charlotte Kelly, Sam Rhodes

Planner (Creative Agency): Claire Taylor, Alice Ellen

Agency Producer: Sam Topley

Business Lead/Account Director: George Barton

Account Manager: Kya Boon-Cohen

1st Launch date: 29th August 2020

Production Company credits:

Production Company: Another Film

Director: Steve Reeves

Producer: Tim Marshall

Head of Production: Sam George

Director of Photography: Benedict Spence

1st AD: Barry Colham

Offline Editor: Scot Crane

VFX Post House: Black Kite

VFX Artist: Gillaume Wiess

VFX Producer: Tamara Mennell

Colourist: George K @ Black Kite

Sound Design: Mark Hellaby @ 750mph

Music Company: Twenty Below