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By Amy Houston, Senior Reporter

June 19, 2023 | 4 min read

Creature London is behind the first above-the-line campaign for Child Poverty Action Group.

As child poverty levels rise in the UK and beyond, a new ad for Child Poverty Action Group aims to put pressure on governments and raise awareness about the horrifying issue.

In the spot, viewers see a fantastical scene where schoolchildren are surrounded by piles of delicious food. Delighted by what’s in front of him, a young boy gleefully takes in the yummy surroundings.

Set to the recognizable tune Food, Glorious Food, it shows towers of burgers, boxes of French fries and infinite amounts of popcorn. But the reality becomes clear when the protagonist opens his empty lunchbox and pretends to eat a banana.

Directed by Adam Berg, the project is the work of the creative agency Creature London.

Its chief creative officer Ben Middleton said: “Hearing stories of children eating erasers because they are so hungry is something that I won’t forget anytime soon, but it has been a privilege to spend time in the imagination of children. It is a potent tool that should be reserved only for the magical, marvelous, and downright bizarre, not the mundane.”

The out-of-home and digital elements are the first created using Creature London’s new production tool, Magic Ant.

Dan Cullen-Shute, worldwide chief executive officer at Creature, added: “This is exactly why we launched Magic Ant and Impala, to give organizations that do vital work the chance to create campaigns that match their ambitions in a way they never would have been able to previously. People went above and beyond to make this happen.

“At every level, from the team at Creature to the incredible lot at Smuggler, Adam Berg, Major Tom, Total Media, the list goes on, people gave away their time and resources, and called in every favor imaginable to make this campaign a reality. It is an example of the amazing work we can do in this industry, and I couldn’t be more excited about its impact.”

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Child Poverty Action Group

Chief executive officer: Alison Garnham

Director of policy, rights and advocacy: Sara Ogilvie

Interim director of policy, rights and advocacy: Katie Taylor

Director of business: Naomi Jessop

Campaign lead: Bea Pitel

Communications and campaigns manager: Lizzie Flew

Creature London

Chief creative officers: Ben Middleton and Stu Outhwaite-Noel

Senior creative: Meg Egan

Head of design: Tim Green

Senior designer: Flo Levane

Chief strategy officer: Andrew Gibson

Strategy director: Flora Joll

Chief client officer: Hanisha Kotecha

Business director: Emma French

Account manager: Evie Hutt

Agency head of integrated production: Kristie Girvan

Integrated producer: Niko Browne


Director: Adam Berg

Producer: Ben Croker

Production manager: Christabelle Stone

1st AD: Tony Fernandez

Production assistant: Kamran Marzban

Director of photography: Tim Maurice-Jones

Gaffer: Jakub Paczos

Key grip: Tom North

Production designer: Chris Oddy

SFX: Machine Shop

Food stylist: Elaine Ngan

Wardrobe stylist: Selina Wong

Hair and make-up: Michele Baylis

Editing: TRIM Paul Hardcastle

VFX: Blacksmith NYC

Sound Recordist: George Watts

Lighting: Panalux

Camera: ARRI

Locations: Scout Prod.

Sound design: Factory UK

Head of production/ executive producer: Deborah Whitfield

Junior audio producer: Ethan Day

Sound engineer: Josh Campbell

Online: Creative Outpost

Music licensing: Major Tom – Jacob Wheeler

Re-record: David Bass @ Wake the Town Ltd

Performed by: CW Jones & Aaron Williams

Produced by: Aaron Williams

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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