Shelter – When I Grow Up
With the 2015 General Election looming, national housing charity Shelter came to us with an open 30 second brief.
Their aim was to raise awareness of the housing crisis in the UK, encouraging the public to ask politicians to build more affordable homes.
Basing our concept on the dreams of young people, our narrative is told through the drawings, paintings and images of houses they’d hope to live in upon growing up. With the drawings increasing in quality, the outlook and expectation of older artists lessens, revealing the harsh reality of the current housing situation.
We chose to cast real families rather than actors, people who are genuinely living through and experiencing housing issues; something which was very important to Shelter. Through spending time with each of the cast, we were able to script the piece around their experiences and, of course, deliver an entirely convincing film.
The film was released via multiple online channels, with the biggest impact coming as a pre-roll on YouTube videos. Through this, Shelter were able to directly target their audience ahead of the election.